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.