Athleisure Dominates Teen Wardrobes: Insights from the Data

Despite a 6% decrease in teen spending year over year, Gen Z consumers continue to show strong interest in athleisure. Nike remains the top clothing brand among teenage boys and girls, holding a 34% popularity share. However, there are signs that Nike's popularity among teens may be slipping as competitors like Hoka, On Running, and New Balance gain traction.

Although Nike is still the preferred footwear brand, its mindshare dropped by 190 basis points year over year and 230 basis points since fall 2023. The company made changes by appointing a new president for its Jordan brand in May 2023. Nike has also shifted its focus to a more holistic wellness approach to target the growing market in 2023. As growth slows down, Nike is planning to take a bolder approach to marketing in the future.

The teen closet

Athleisure continues to be a hit with teens, according to Piper Sandler’s recent survey. Among upper-income teens, sporty brands are particularly popular, with 46% of their preferred brands falling into the "sporty" category.

Nike continues to hold the top spot as the most popular clothing brand among teenagers, across genders and income levels. American Eagle follows in second place, favored by 6% of teens, while Lululemon closely trails behind in third place with 5% of teen preferences.

Among boys, athleisure brands are particularly popular, with Nike and Adidas leading the pack. This trend remains consistent regardless of income level, with Adidas securing the second spot behind Nike among teenage boys.

For teenage girls, Nike was the top apparel brand across all income levels, although not as popular as it was for teenage boys. American Eagle came in a close second for girls, surpassing Adidas for boys. Since spring 2023, American Eagle has held onto its second place position, edging out Lululemon by a small margin.

In recent years, Nike has faced tougher competition, especially from higher-income girls. Surveys show that Lululemon has consistently been ranked higher than Nike among this group, with 45% preferring Lululemon compared to only 35% for Nike. However, when it comes to average-income females, Nike is the top choice, with 53% preferring Nike over just 22% for Lululemon.

In athletic footwear, Hoka, On Running and New Balance are gaining the most in mindshare.

Teens’ favorite channels

Gen Z and millennials are often associated with being an online generation. Among upper-income teens, specialty retailers remain the top choice for getting merchandise, with 25% preferring them. However, online-only e-tailers are not far behind at 22%, showing a slight decrease compared to previous years.

The secondhand market is gaining popularity among upper-income teenagers. Secondhand e-commerce retailers, especially favored by girls, saw a slight drop in adoption from 33% to 32% compared to the previous year. On the other hand, teenage boys showed an increase in adoption from 19% to 21% during the same time period.

Secondhand shopping is not as popular as secondhand selling among upper-income teens. While 46% of upper-income teens overall have purchased items secondhand, 53% have sold on a secondhand marketplace. Female engagement with secondhand selling is slightly higher than male engagement, at a rate of 59% compared to 50%.

The “Taking Stock With Teens” survey is conducted semi-annually, with the most recent report being the 47th release. In total, 6,020 teens were surveyed across 47 states. The average age was 16.1 years-old with a household income average of $66,280. Thirty-eight percent of surveyed teens are currently enrolled part time. Over half (54%) of respondents were boys, 44% were girls and 2% were non-binary. Forty-three percent of respondents were located in the South, 19% in the West, 28% in the Midwest and 9% in the Northeast.

Editor's P/S:

The article highlights the continued popularity of athleisure among Gen Z consumers, particularly Nike's dominance as the top clothing brand. However, it also reveals signs of Nike's declining popularity, with competitors like Hoka, On Running, and New Balance gaining traction. This suggests a shift in preferences among teens, likely influenced by factors such as evolving fashion trends and the growing importance of wellness and sustainability.

It's interesting to note that Nike's popularity seems to vary based on gender and income level. While the brand remains the top choice for both boys and girls, it faces stronger competition from Lululemon among higher-income girls. This may indicate a growing emphasis on quality, style, and ethical practices among this demographic. Additionally, the rise of secondhand shopping among teens reflects a growing awareness of environmental sustainability and the desire for unique and affordable items.