Nike Losing Teens to Supreme, Vans, survey
Longtime athletic footwear leader Nike is losing its cool, according to a survey released by investment firm Piper Jaffray Companies.
The firm’s 34rd semiannual Taking Stock With Teens research survey found that 46 percent chose Nike as their top footwear brand. The survey highlighted spending trends and brand preferences among 6,100 young people across 44 American states.
Although the number still remains impressive, it represents a deceleration. In last year’s survey, 51 percent of teens said Nike was their top shoe brand.
According to a research analyst at Piper Jaffray, it’s the first time in years that the researchers saw Nike share moderate as a preferred brand. Evidently, that weakness was offset by a rising trends among brands Vans and Supreme. Meanwhile, other brands such as Adidas, Puma and New Balance have been capturing more mindshare as teens gravitate toward that 1990s retro look, stressed the analyst. The athletic giant claimed first place as the preferred footwear brand among teens, while Vans emerged No.2.
On the athletic apparel front, the preference in the category also is shifting toward streetwear niche brands such as Supreme, the researchers said.
Despite the findings, Nike, nevertheless, remains the top apparel brand for teens.