Converse keeps scoring with Gen Z, thanks to timely shoe collaborations, including some targeting college students. The Nike-owned brand tops the latest Ad Age-Harris Poll Gen Z brand tracker, which ranks brands that gained the most attention from Gen Z in the first quarter of 2022.
It marks the second time in less than a year that Converse has taken first place in the poll, which ranks brands by how much their equity has changed with Gen Z—that is, how much this generation’s perception of these brands is changing from quarter to quarter. It surveys consumers ages 18-24; younger members of Gen Z are unable to answer without adult supervision, so are excluded from the analysis.
Home and food storage manufacturer Rubbermaid came in second followed by video game publisher Blizzard, with Lego and telehealth company Hims & Hers finishing fourth and fifth place, respectively.
“We continue to see brands that leverage new media and culturally relevant partnerships win with Gen Z,” Harris Poll CEO Will Johnson said in a statement. “If it’s Dr. Squatch releasing special edition soaps for 'The Mandalorian' and Jurassic Park, Lego bringing new attention to Indiana Jones and classic Disney characters, or Kraft Heinz partnering with Ed Sheeran to plug its new hot sauce, top-performing brands are recognizing they can reach new heights (and audiences) by tapping into cross-promotion."
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