Teen Survey Shows Nike, lululemon Losing Some Popularity

MINNEAPOLIS, MINNESOTA (April 9, 2025) – A study of teenagers determined that Nike and lululemon are losing popularity while UGG and On Running are making gains. The 49th semi-annual Taking Stock With Teens survey, in partnership with DECA, was conducted by Piper Sandler Companies.

“Piper Sandler is excited to highlight the results of our spring 2025 Taking Stock With Teens® survey which offers an inside look at how thousands of U.S. teens are spending their money and its correlation to our economy. This spring, teens self-reported annual spending at $2,388, which is an increase from both our spring 2024 and fall 2024 surveys,” said Korinne Wolfmeyer, senior research analyst at Piper Sandler.

Nike does continues to reign as the top clothing brand for teens alongside Hollister who ranks number two and American Eagle at number three. Nike also remains the No. 1 brand in all footwear but continued to see mindshare erosion (49% share this spring vs. 60% on average in 2022-2023), driven especially by females, where share dipped to under 40% first time since 2020. Male share also declined but is more stable at 57%.

In footwear, UGG has become the number one fashion trend among upper income females, dethroning lululemon, which has held the top spot since spring 2018. Who’s gaining in footwear? UGG moved up the most in footwear (two spots with 4 points in share gains year-to-year), followed by On Running (two spots with 1 point in share gains year-to-year).

UGG has become the No. 1 fashion trend among upper income females, dethroning leggings/Lululemon, which held the top spot since spring 2018. After ranking as the No. 1 apparel brand for upper income females from fall 2021 to spring 2024, for the second survey in a row, Lululemon has ranked No. 3, taken over by Hollister (No. 1) and Brandy Melville (No. 2), shedding 4 points of mindshare year-to-year.