Adidas Thrive On Nike'S Site. Adidas Is Popular Among Young People. Nike Is Worried.

According to survey data of more than 6000 teenagers in high schools across the United States, Nike is facing pressure as the most popular brand among young Americans.

The survey came from Piper Jaffray, an investment bank. Since 2001, the agency has been tracking their brand preferences and consumption among young people, and has published a survey report every six months called "Taking Stock with Teens".

Erinn Murphy, a senior research analyst, said in an interview with Footwear News that the latest report of the company showed that the popularity of teenagers toward Nike has declined for the first time in recent years.

The agency calculates the "psychological share" of the brand in the teen age based on the vote of its preferred brand and trend. In this survey, Nike is still

and

Top brands.

With the decline of Nike's influence, other brands have achieved strong growth.

Adidas, for example, continues to thrive on Nike's site.

Whether in different age groups or income levels, Adidas has grown in the youth group.

But the bigger accident is the trend of street clothing and its subsidiary brands, especially Vans and Supreme.

Over the past few years, street apparel has become a powerful force in the fashion industry.

It is closely related to hip hop, skateboard and so on, and the attention of street wear to leisure money makes them especially popular among the younger generation of consumers.

Nike has been trying to link itself to street fashion brands, such as Virgil Abloh, a fashion designer, who is the new creative director of Louis Weedon's men's wear department.

His redesigned Nike sneakers are popular but limited.

But in general, the development of street clothing is more helpful to Vans, Supreme, and even Adidas.

Adidas has made remarkable achievements in selling sales of retro, casual and fashionable shoes, while Nike still emphasizes

Performance.

In fact, this survey shows that Adidas is the only biggest winner.

Both Nike and Adidas benefit from sports brands.

At present, the popularity of sports brand among young people is still higher than the average level in general.

In high-income women, Lululemon and tights are in.

The forefront of the trend.

In the past four surveys of young people in Piper Jaffray, three of the past two have been rated as the most popular trends.

However, sports brand is not guaranteed to be popular among teenagers.

The psychological share of Under Armour has declined.

Piper Jaffray's attitude towards Nike is hard for investors to rest assured.

Although Nike has recently claimed that its company is no longer struggling in North America, Piper Jaffray says at least youngsters' emotions have not yet reflected a big change.

"We believe that the level of growth in this region may be much lower than that expected by investors," the report said.