Clothing market: preferred brands amongst male teens in the U.S. 2018

One-third of teenage boys in the United States regarded Nike as their favorite clothing brand, with adidas and American Eagle named second and third, respectively. Amongst all teenagers, both male and female, Nike maintained its position as the most popular brand, but with a share of 23 percent.It pays to advertiseNike invests around 1.4 billion U.S. dollars annually on advertising in the United States. The company’s marketing strategy has had to evolve over recent years to meet changing consumer trends: for example, an increasing number of teenagers in the United States are watching video content on YouTube as opposed to television. Nike understands the growing importance of the platform as an advertising channel and has been rewarded by being ranked the top athletic brand on YouTube based on followers worldwide.Following in the footstepsMany teenage boys dream of becoming a professional athlete in leagues such as the NFL or NBA, and some of their role models on the field or court will be sponsored by Nike. Basketball star LeBron James signed a lifetime deal with Nike in 2015 and reportedly earns around 50 million U.S. dollars per year through endorsements. Those teenage boys who aspire to emulate LeBron are, therefore, far more likely to want to buy the Nike merchandise that he endorses.

在美国，三分之一的高中生将耐克视为其钟爱的服装品牌，阿迪达斯和美国老鹰分别位列第二和第三。在所有青少年中，无论是男性还是女性，耐克均保持了其最受欢迎品牌的地位，但市场份额为23%。投资于广告宣传，耐克每年在美国的广告投入约为14亿美元。近年来，公司的营销策略不得不随着消费者趋势的变化而进行演变：例如，越来越多的美国青少年更倾向于在YouTube上观看视频内容而非电视。耐克认识到该平台作为广告渠道的重要性日益增长，并因此被全球粉丝数量排名评为YouTube上的顶级运动品牌。追随者足迹，许多青少年男孩梦想成为NFL或NBA等联盟的职业运动员，而他们在场上的或球场上的部分榜样将由耐克赞助。篮球巨星勒布朗·詹姆斯于2015年与耐克签订了终身合同，据报告，他通过代言每年赚取约5000万美元。因此，那些渴望效仿勒布朗的青少年男孩更有可能购买他代言的耐克商品。