Vans has achieved nearly half the “mindshare” value of Nike in the U.S. for the current season, according to Piper Jaffray's latest Taking Stock With Teens survey. Besides Vans, Adidas, Lululemon and Crocs showed progress. Surprisingly, Crocs tripled its mindshare as compared to the spring of 2017, reaching the 12th position in the ranking. Among the footwear brands, Vans' mindshare now stands at 19 percent, up from 11 percent in the spring of last year. While still topping the category, Nike's mindshare declined to 41 percent from 48 percent, but seems to have levelled off. Adidas made a strong showing, placing third with a rate of 14 percent, up from 11 percent. Converse and Foot Locker made it into the top five with 5 percent and 3 percent, respectively. The success of Vans seems to be linked with a general resurgence of sportswear brands popular in the 1990s, like Champion. Nike is still the top clothing brand, with 22 percent mindshare, followed by American Eagle at 9 percent and Adidas at 6 percent. Among the shopping websites, Amazon continues to dominate with a mindshare of 47 percent.

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