According to Piper Jaffray’s Taking Stock With Teens Spring 2017 report, brands losing share/relevance with teens in the active space included Under Armour and The North Face while Adidas and Patagonia gained ground.

Among its findings in the report around key publicly-held firms in the active space:

  • Adidas: Adidas footwear mindshare doubled Y/Y from 4 percent from Spring 2016 to 8 percent in Spring 2017 across both income levels in the study. The two income groups were: upper-income, $100,000 household income, and average-income group, $55,000. Adidas rose to the the No. 1 spot for new brands worn by males, dethroning Nike, which held to spot since Fall 2014. Adidas tied for No. 5 at 3 percent share in apparel, up from No. 10 at 2 percent share last year
  • Nike: Athletic brands were 41 percent of favorite teen apparel brands vs. 26 percent last Spring and 35 percent last Fall, driven in part by continued Nike mindshare gains in apparel. However, aggregate Nike footwear mindshare moderated slightly both sequentially and Y/Y. Nike remains the No. 1 apparel brand with 31 percent share, up from 29 percent last fall and 21 percent last spring. Over 50 percent of teens favor Nike; an all-time survey high. Converse dropped from 7 percent in mindshare in footwear from 6 percent in spring 2016, led by men’s.
  • Under Armour: Despite significant SKU expansion and reported category growth, male footwear mindshare for Under Armour has remained 1 percent across both income groups in its past four surveys. Male apparel mindshare has flattened in recent surveys and the brand is still not registering with females. In fact, not a single upper-income female voted for Under Armour apparel in Spring 2017.
  • VF Corp: Vans mindshare remains fairly steady and is trending in the right direction in apparel.Like Converse, Vans in footwear saw a slight contraction with a mindshare of 9 percent from 10 percent, led by mens’. However, Patagonia ranked No. 6 as a new brand worn by males outranked The North Face among upper-income athletic brands for the first time ever.
  • Lululemon: Lululemon now the No. 4 preferred apparel brand at 3 percent share vs. 1 percent last year.

Photo courtesy Adidas