The share of mind among U.S. teenagers has increased strongly for shoe and apparel brands such as Adidas, Vans, Champion, Lululemon and Supreme, according to a semi-annual survey conducted by Piper Jeffray this spring among 6,000 people with an average age of 16.4 years. Nike, Converse and Under Armour lost ground. Nike still had the largest share as the preferred brand, but Adidas ranked as the leading “new” brand among male customers and number two among girls. Vans was the favorite footwear brand among upper-income teenagers, driven by a 22 percent increase among female customers. Champion moved from the 44th to the 10th spot as a favorite male apparel brand overall. Supreme ranked seventh as a favorite apparel brand among upper-income teenagers. Adidas took the third spot after Nike and Lululemon as the preferred brand of athletic clothing, followed by Under Armour. Among upper-income teens, Adidas's share grew to 13 percent for males and to 11 percent for females, while Nike's shares fell to 67 percent among males and to 54 percent among females.

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