Nike remains a must-have brand for teens this fall, according to the latest survey by Piper Sandler.
In the investment bank’s fall 2025 “Teen Survey” Nike continues to dominate in both the footwear and apparel categories among the over 10,000 high school students questioned in its semi-annual research project.
In footwear, Nike saw mindshare starting to stabilize for fall 2025 after several periods of decline. Male consumers, driven by the upper income bracket, grew Nike’s share sequentially for the first time since fall 2022.
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Nike’s improvement among teens come at the same time the company is seeing a turnaround in its earnings. Late last month, chief executive officer Elliott Hill said in a statement that Nike in the first quarter “drove progress through its Win Now” actions in priority areas of North America, wholesale and running.”
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The CEO added that while “we’re getting wins under our belt, we still have work ahead to get all sports, geographies and channels on a similar path as we manage a dynamic operating environment.” Total revenues for Nike in Q1 rose 1.1 percent to $11.72 billion from $11.59 billion the same time last year.
Following Nike’s lead this fall, Adidas took the No. 2 slot in must-have footwear brands, with New Balance rounding out the top three.
Notably, the report saw On Running overtook Hoka for the first time in the past six survey reads, to place fourth and fifth, respectively. Piper Sandler noted that this suggests On is gaining share with all consumers.
In clothing brands, Nike also held the No. 1 ranking for teens, followed by Hollister and Brandy Melville. For upper income teens, clothing grew by 1 point year-over-year, driven by the female consumer.
As for where teens are shopping, the survey found that Amazon remains the number one shopping website by a wide margin for upper income teens. Nike and Shein rounded out the top three retailers among teens this fall.
This data comes as spending among teens seem to be declining as 62 percent of participants stated that they see the economy getting “worse” this fall (with 15 percent said the economy is improving and 23 percent believes it is unchanged).
“This fall, teens self-reported annual spending dropped to $2,213, which is a 6 percent decline year-over-year and a 1 percent decline on average in the past 10 years,” Anna Andreeva, managing director and senior research analyst at Piper Sandler, said in a statement. “On a positive note, looking at wallet share for the upper income teen, clothing grew 1 percent year-over-year driven by females, while footwear share held steady after a decline last spring.”
The Piper Sandler “Teen Survey” is a semi-annual research project that gathers input from 10,969 teens with an average age of 15.7 years.