Nike Are Still the Number One Brand With Gen Z
The sneaker scene has been pretty predictable in the past, with usually taking the crown as the top dogs and then everyone else playing catch up. That’s all changed recently though, especially with the help of social media trends and the way younger generations switch tastes faster than a QS drop sells out. Gen Z are the new tastemakers, and a fresh survey from has emerged that interviewed 13,515 US-based teens, who despite all the recent criticism, say Nike are still their number 1 brand.
This was the 48th survey conducted by the source, and Nike have kept their number 1 spot as Gen Z’s favourite brand for both apparel and footwear throughout each one. However, Team Swoosh saw a decrease in popularity year-on-year, with only 57 per cent of the cohort choosing them as number one compared to 61 per cent last year. This was led by teen girls, with only 48 per cent choosing Nike this season, compared to 56 per cent from the previous. This isn’t a surprise, as Nike have seen a that has seen their . Despite popularity waning, Nike have been poised for a comeback with the new CEO, , at the helm.
Hot on the trail of Nike though is the Boston-based crew, who jumped from number four to number three among upper income teens. Lately, NB have been on one of the hottest runs ever, signing heavy hitter collaborators and coming through with a pristine GR catalogue. They’re looking to the future too, with plenty of up and coming models that are poised to be the next big thing. For the female teen category, adidas had the most sizeable increase year-on-year. Team Trefoil have experienced a boom following their terrace styles sported by the celebrity upper echelon and have continued to capitalise in the years following.
Time will tell if Elliott Hill will be able to keep Nike in their top spot, or if New Balance and adidas' burgeoning clout will knock the Swoosh off the podium.