Sportswear brands perceived as the "coolest" by young people in Italy 2020

A survey conducted between April and May 2020 investigated which sportswear brands were perceived to be the "coolest" by Italian young people (18-35 years). Respondents saw Nike and Adidas as strongly able to anticipate trends and fashion, with 39 and 37 percent of affirmative answers respectively. Levi's was also largely considered to be a "cool" brand, this time by 20 percent of the respondents.
When we compare these results to those found in the Italian population at large, some significant differences can be noted. The "coolness gap" between Nike and Adidas was in fact reduced, moving from seven to just two percentage points. Moreover, Diesel, Timberland, and Puma fell out of the top ten, replaced by Vans, Supreme, and FILA, three brands that target much more a young customer base.