A Piper Sandler survey indicates Nike continues to lose footwear market share among teenagers. The report highlights On Running gains traction, particularly with teenage boys. Specialty retailers gain ground in apparel. Athletic brands Nike, Adidas, and Lululemon lose share among this demographic.
This trend challenges Nike as it seeks to reinvigorate its brand and product offerings for younger consumers. Nike undergoes restructuring to become more agile and responsive to consumer preferences. However, competitors capture the attention of the next generation of shoppers.