In YouGov’s U.S. Fashion Retailer Rankings for 2026, U.S. consumers identified Nike as the “Most Considered” fashion brand, especially among Gen Z and Millennials. Skechers followed closely behind, with strong support from Gen X, Boomers and women. Adidas, Brooks, Hoka, New Balance, and The North Face also gained favor in the active-lifestyle category.
YouGov based the ranking on consumer responses it received from a survey it conducted with 32,600 U.S. adults between February 1, 2025, and January 31, 2026.
Most Considered Fashion Brands 2026
In the survey, when consumers were asked, “When you are in the market to purchase clothing, shoes, accessories or luggage, from which of the following would you consider purchasing?,” the Top 10 brands were Nike, 36.3 percent; Skechers, 35.5 percent; Levi’s, 35.5 percent; Old Navy, 32.8 percent; New Balance, 30.2 percent; Hanes, 30.2 percent; Adidas, 29.6 percent; Fruit of the Loom, 27.8 percent; Under Armour, 23.2 percent; and Wrangler, 23.0 percent.
Most Considered By Generation
When considering fashion brands by generation, Nike was the favorite among Gen-Z and Millennials and second to Levi’s among Gen-X respondents, but then dropped to 10th in consideration among baby boomers. Among other active-lifestyle brands, Adidas and Puma likewise appealed more to younger than older generations. New Balance ranked third in consideration among Gen-Z respondents, but also held appeal across all age demographics. Skechers was not popular with youth, but it scored first among baby boomers and third among Gen-X respondents.
Most Considered By Gender
Most athletic-specific brands were more popular with males than females. Nike ranked first among males and third among females as the favorite fashion brand. Adidas ranked third with males and eighth with females. New Balance was the fourth-favorite brand among males and the sixth among females. Skechers ranked first among female respondents but landed as the eighth most considered brand among males. Old Navy also ranked much higher among females than males, while Levi’s and Hanes ranked about the same with both genders.
Most-Improved Fashion Brands Based On Consideration
Skechers ranked the brand with the largest increase in consideration score over the past year, lifting its rank to second overall. Hoka, The North Face, Brooks Running, and New Balance were also among the active-lifestyle brands that made the most-improved Top 10 list.
Nike Profile Spotlight
The study also includes a “Profile Spotlight” on Nike, offering a deeper dive into the athletic brand. YouGov’s survey found that 36 percent of “Nike considerers” are under the age of 35, versus 30 percent of the U.S. general population. Among those who would consider Nike when purchasing a fashion brand, 26 percent participated in sports as a hobby versus 19 percent of the general population, and 30 percent participated in fitness as a hobby, versus 25 percent of the general population. Among respondents who would consider Nike as a fashion purchase, 19 percent were Hispanic (16 percent of the general population) and 16 percent were black (12 percent of the general population).
Other Survey Findings
- Asked to rank brands by quality, the Top 10 were Levi’s, 54.1 percent; Nike, 47.8 percent; New Balance, 43.6 percent; Adidas, 43.5 percent; Tiffany & Co., 42.6 percent; The North Face, 41.5 percent; Skechers, 40.4 percent; Ralph Lauren, 40.1 percent; Under Armour, 37.9 percent; and Gucci, 37.0 percent.
- Asked to rank brands based on value, the Top 10 were Old Navy, 36.7 percent; Levi’s, 35.1 percent; Skechers, 35.1 percent; Hanes, 33.3 percent; Fruit of the Loom, 32.9 percent; New Balance, 31.4 percent; Wrangler, 29.5 percent; Adidas, 26.7 percent; Nike, 21.6 percent; and Lee, 20.4 percent.
- The top fashion styles or trends respondents either “like” or “love” were color-tinted sunglasses, 49 percent; cowboy/western boots, 44 percent; bag charms/decorations, 32 percent; mini handbags, 32 percent; ballet flats, 28 percent; hiking sandals, 25 percent; platform sneakers, 23 percent; statement belts, 23 percent; and chunky loafers, 18 percent.
- The top fashion styles or trends respondents identifying as “fashion-forward” either “like” or “love” were matching athleisure sets, 57 percent; wide-leg dress pants, 51 percent; cropped tops (showing midriff), 49 percent; baggy jeans, 44 percent; long denim skirts, 41 percent; low-rise pants or jeans, 38 percent; oversized blazers or suit jackets, 37 percent; sheer or see-through tops, 37 percent; and micro shorts, 29 percent.
- The Top 10 trends Gen-Z respondents either “love” or “like” were gender-neutral clothing, 60 percent; sustainable or eco-friendly clothing, 56 percent; quiet luxury” (simple, expensive-looking, logo-free clothing), 54 percent; 1990s or Y2K-inspired fashion, 48 percent; faux fur or dramatic glam style, 29 percent; matching denim outfits, 29 percent; hiking or camping-style clothing as everyday fashion, 27 percent; clothing with prominent brand names or logos, 25 percent; and AI-designed clothing collections, 14 percent.
Image courtesy Skechers