Nike leads U.S. fashion brand consideration as Skechers gains ground

The latest fashion rankings based on data from YouGov BrandIndex shows which brands U.S. consumers are most likely to consider when making a purchase, with a mix of athleticwear leaders and everyday apparel staples dominating the top spots.

Nike, Skechers and Levi’s lead consideration in the U.S.

Nike tops the rankings for Consideration among U.S. adults, with a score of 36.3. Close behind are Skechers and Levi’s, both at 35.5, highlighting the strength of brands that combine comfort and accessibility.

Old Navy follows at 32.8, while New Balance and Hanes are tied at 30.2. adidas, Fruit of the Loom, Under Armour and Wrangler close out the list.

Generational splits provide additional context. Nike’s Consideration rises sharply among Gen Z (55.4) and Millennials (53.6) but drops to 39.1 among Gen X and just 20.6 among Boomers+. Adidas’ Consideration ranking improves to the second spot among both Gen Z and Millennials, while completely falling out of the top 10 among Boomers.

By contrast, Skechers peaks with older consumers, reaching 45.5 among Boomers+. Levi’s shows its broad appeal by ranking first among Gen X (39.7) and second among Boomers+ (36.1), while still maintaining 33.3 among Millennials and 29.1 among Gen Z.

Skechers posts the biggest Consideration gains

While the overall rankings is valuable data, it can be equally useful to know the brands that are gaining ground. Skechers leads on improvement, rising by 2.1 points from 33.4 in 2024 to 35.5 in 2025, putting it just short of Nike.

Hanes, Fruit of the Loom and Hoka increased by +1.2 each, while The North Face rose by 1 point.