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The rise of injectable weight loss treatments could be creating a new consumer moment for fashion brands. Commonly discussed under the broad shorthand of GLP-1 drugs, these medicines are designed to help regulate appetite and blood sugar, and have become increasingly prominent in conversations about weight management.
The relevance to fashion is straightforward – these medicines have been shown to support meaningful weight loss, which may leave many users in need of a wardrobe reset. So which fashion brands are already on the radar of GLP-1 users? YouGov BrandIndex, which tracks dozens of apparel and accessory brands in the U.S. across a variety of metrics, gives us an insight.
Skechers leads fashion brand consideration among GLP-1 users
Skechers tops the list, with 43.8% of GLP-1 weight loss drug users saying they would consider the brand, compared with 35.5% of all Americans. That represents a 23% higher Consideration score among this group.
Levi’s follows at 39.2%, versus 35.8% nationally. Hanes ranks third, at 37.5% among GLP-1 users compared with 30.3% of all Americans, which amounts to a 24% difference. New Balance is close behind, with 37.2% Consideration among GLP-1 users compared with 29.9% nationally, also a 24% gap.
Denim, basics and comfort brands perform well with GLP-1 users
Old Navy is considered by 36.8% of GLP-1 users, ahead of its 33.7% score among all Americans. Fruit of the Loom shows a more notable gap, with 34.7% of GLP-1 users considering the brand compared with 28.2% nationally.
Wrangler records the largest positive difference in the ranking. Nearly a third of GLP-1 users would consider the brand (32.3%), compared with 23.3% of all Americans – a 39% higher score among this audience.
Taken together, the list points to an opportunity for brands associated with comfort, fit, durability and everyday wardrobe staples. For consumers whose body size may be changing, these attributes could be especially relevant.
Nike and adidas under-index among GLP-1 users
Nike is still considered by 31.5% of GLP-1 users, but this is markedly below its 37.2% score among all Americans. adidas also sits slightly lower among GLP-1 users, at 28.2% compared with 30.3% nationally. Under Armour is almost level with the wider public, at 25.0% versus 24.4%.
It is also worth noting that the GLP-1 users audience skews older. YouGov Profiles data shows that 51% of Americans taking GLP-1 drugs are aged 55 or older, compared with 38% of the nationally representative population. This may be relevant context for the strong performance of established names such as Skechers, Levi’s, Hanes, New Balance and Wrangler.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration score is based on the percentage of people who say they would consider purchasing from a brand when they are next in the market. Data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. The scores are based on a 12-month average, with the observation period for this analysis being from May 13, 2025 to May 12, 2026.