EXEC: Report Sees Crocs, Hoka, New Balance, and On Increasing Teen Appeal
October 10, 2023
Crocs, Hoka, New Balance, and On were among the brands in the active lifestyle space that increased their appeal with teens in Piper Sandler’s 46th Semi-Annual Taking Stock With Teens Survey.
Nike dominated teen mindshare in footwear and apparel but lost its appeal in the performance category, while Adidas, Converse, Under Armour, and Vans also lost ground with the demographic. Lululemon had a mixed performance.
The survey found that athletic footwear brands lost some share. Among upper-income female teens, 87 percent prefer an athletic footwear brand, down 100 basis points year-over-year, although up 300 basis points sequentially. Among upper-income males, 87 percent favor an athletic footwear brand, down 200 basis points year-over-year. However, athletic apparel was found to be trending upward. Among upper-income female teens, 47 percent preferred apparel brands that were “athletic,” up 300 basis points year-over-year and 200 basis points versus Spring 2023. Nike took a 33 percent share, followed by Lululemon with a 10 percent share. SGB