Piper Sandler’s Fall 2025 Teen Survey found that Nike continues to lead as the most popular footwear brand among teens, followed by Adidas and New Balance. However, notable gain was made by On Running, which overtook Hoka for the first time in the past six survey reads.

Nike’s mindshare in footwear was 46 percent, followed by Adidas at 14 percent and New Balance at 8 percent. On placed fourth, and Hoka fifth, respectively, in terms of footwear preference among teens, according to the survey.

The research showed that Nike’s footwear mindshare, which had declined in recent surveys, is now stabilizing sequentially, while male share—driven by the upper-income bracket—grew for the first time since Fall 2022.

In apparel, Nike continues to dominate as the top brand among teens, with 26 percent mindshare, followed by Hollister (12 percent) and Brandy Melville (6 percent). For upper-income teens, clothing grew by 1 point year-over-year, driven by the female demographic (after a 1 percent decline this past Spring).

In a Piper Sandler media release, Anna Andreeva, managing director and senior research analyst at Piper Sandler, noted that “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.”

However, apparel and footwear comparatively outperformed. Andreeva said, “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.”

Other findings in Piper Sandler’s Fall 2025 Teen Survey:

  • Amazon remains the number one shopping website by a wide margin for upper-income teens.
  • The core beauty wallet declined 2 percent year-over-year to $336. E.l.f. Cosmetics continues to dominate as the number one cosmetics brand among teens, with Rare Beauty a distant second. Sephora remains the number one favorite beauty shopping destination, followed by Ulta and Target.
  • TikTok ranked number one among teens’ favorite apps, with 46 percent reporting it as their top choice, followed by Instagram (31 percent) and Snapchat (14 percent).
  • Netflix held on as the number one choice for daily video consumption, with 30 percent, and YouTube was a close second at 27 percent. Disney+ trailed behind with only 7 percent.
  • Apple’s iPhone remains the leader, with 87 percent of teens reporting they own an iPhone, and 17 percent expecting to upgrade to an iPhone 17 this upcoming Fall/Winter.
  • Chick-fil-A holds strong in its number one spot as the preferred chain restaurant among teens, while McDonald’s and Chipotle Mexican Grill rank number two and three.
  • Dr. Pepper remains the number one favorite beverage brand, followed by Coca-Cola and Gatorade.
  • Red Bull (28 percent) retains its ranking as the top energy drink brand, followed by Monster (27 percent) and Alani Nu (19 percent).
  • Lays was the top choice among teens for snacks, followed by Goldfish and Cheez-It.
  • The top-rated celebrity was Adam Sandler, followed by LeBron James, Drake, Taylor Swift, and Ryan Reynolds.
  • Teens’ favorite influencer was MrBeast, followed by LeBron James.

Piper Sandler’s 50th Semi-Annual Taking Stock with Teens survey, conducted in partnership with DECA, is based on a survey of 10,969 teens with an average age of 15.7 years.

Image courtesy On