Piper Jaffray's semi-annual survey of American teenagers provides further evidence that the U.S. market is shifting away from big American athletic brands like Nike and Under Armour and toward streetwear brands like Vans or Supreme. Nike remains the #1 brand of athletic apparel and footwear, but its share of teen spending is down to 23 and 46 percent, respectively, from 29 and 51 percent last spring, respectively. Under Armour is perceived as an old brand of sports apparel that male teenagers no longer wear. Adidas and American Eagle have picked most of the slack in sports apparel. In footwear, Vans has reached an all-time high as the sector's #2 player and Adidas' popularity rate has doubled to 4 percent. Puma and New Balance have also acquired more share of mind as fashion trends have been gravitating toward retro looks from the 1990s. Amazon is by far the most favorite website for shipping with a share of 49 percent, nine percentage points up from one year ago. Only 23 percent of teenagers prefer to buy at specialty stores, down three percentage points. Total teen spending is off by 4.4 percent from one year ago, with food coming ahead of clothing.

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