Piper Sandler survey shows teen preference shifting from athletic to fashion brands

The 26th Annual Piper Sandler Teen Survey reveals a shift in consumer preferences among teenagers, as traditional athletic brands lose market share to fashion-forward and non-athletic styles. Major players including Nike, Adidas, and New Balance have seen declines in teen mindshare. Specifically, Nike’s share of preference has dropped for several consecutive periods, with a more pronounced decline among female teens compared to males.

While footwear spending saw a slight 1 percent decline, this represents an improvement over the 6 percent decrease recorded the previous year. Overall teen spending showed signs of recovery, rising 6 percent year-over-year. Upper-income teens, often considered trendsetters, showed stronger growth, with footwear spending among this group increasing by 4 percent.

Challenger brands are gaining traction in the market. Brands such as On, Birkenstock, Asics, Alo Yoga, Arc’teryx, and Ugg are seeing increased popularity. Among female teens, the shift toward non-athletic styles is particularly notable, with Birkenstock gaining significant mindshare.