Step into the £519m world of sneakers with Gen Z

For Gen Z, sneakers aren’t just shoes–they’re all about expressing personality, style and individualism.

Sneakers are a fundamental part of youth culture. And with 85% of students set to buy at least one or two pairs in the next six months, now is the time to get your foot in the door with Gen Z.

But where do you start? The UNiDAYS 2024 Fashion Report has got you covered. Download the report now to find out:

• How, when, where and why Gen Z is spending on new sneakers
• Which brands students love and how to gain their loyalty
• Why sneakers are more than just a fashion statement
• How your brand can become a sneaker staple with this generation

…and that’s just the beginning. For now, let’s shed some light on the student sentiment towards sneakers and the opportunity you should be seizing.

Saving, shopping, spending: what do students want?

Ok, so sneakers are a big deal for Gen Z, especially when it comes to style and culture. But what’s driving their purchases?

Students say they prioritise comfort and fit when buying new sneakers. They’re less worried about specific brands than millennials and not as concerned about designer or limited edition sneakers, too.

The key takeaway here is that millennials are far more likely to prioritise sneakers based on their favourite brands, whereas Gen Z is still looking to establish their favourite brands. That means it’s time to put in the effort right now–make a splash with Gen Z before they’ve formed brand loyalty and you might just find yourself earning it before your competitors.

Why bother? We can address that with two simple points. In the next six months:

• Total potential Gen Z spend on sneakers: £519m
• Average individual potential spend per pair: £75.43

Watch this space: Gen Z’s favourite sneaker brands

You might be asking yourself what’s hot and what’s not among Gen Z. Well, let’s break it down a bit.

Gen Z’s most popular sneaker brands:

1. Nike
2. adidas
3. New Balance
4. Converse
5. Dr. Martens

Nike leads the way in sneaker sales, with more students looking to buy from the brand than any other. Alongside adidas and New Balance, these footwear powerhouses are keeping themselves at the forefront of Gen Z minds. But how? 

Enter the mind of a student for a moment. They’re always busy, so the brands staying on top of the Gen Z sneaker game are all releasing silhouettes that offer versatility and style. The adidas Samba, New Balance 530 and Nike Cortez are all great examples of this.

Take a look at the sneakers Gen Z ranked as most popular right now:

• adidas Samba
• Converse All-Star
• Nike Air Force 1
• adidas Campus
• adidas Gazelle
• Nike Dunk Low
• New Balance 530

Almost 2 in 3 students say they’re open to following sneaker trends. However, over half will only purchase trending shoes if they personally like the style, making them the trickiest generation in this category.

That’s all to say brands that take the time to understand Gen Z’s unique needs and motivations are knocking on the door of opportunity. While students get a head start on winter wardrobes and the new academic year, it’s time for your brand to get a head start on Gen Z.

Put your best foot forward for Gen Z

UNiDAYS are your guide to navigating the tricky world of Gen Z marketing. We’re uniquely positioned to help brands smash their goals with students and demystify the habits and motivations of this notoriously hard-to-reach generation.

The best time to strike with Gen Z is right now. So, join brands like Nike, Adidas and Crocs and partner with UNiDAYS to place your brand directly in front of 29M+ verified students, not to mention you’ll unlock a wealth of actionable insights on the way.

Get ready to secure lifetime loyalty from Gen Z.

Talk to UNiDAYS