Nike Los­ing Teens to Supreme, Vans, sur­vey

Shoes & Accessories - - The Month That Was | Updates I International -

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.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.