Converse is winning Gen Z attention via buzzy sneaker collaborations—including with Kendrick Lamar’s creative collective, pgLang—as well as digital campaigns such as partnering with Snap on virtual wardrobes. These and other savvy marketing moves by the Nike-owned brand propelled it to the top of the latest Ad Age-Harris Poll Gen Z brand tracker, which ranks brands making the most progress with the coveted generation during the second quarter. Also cracking the top five are NBA, Funyuns, Timberland and JetBlue. 

Conducted quarterly, the poll 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 surveyed consumers ages 18-24; younger members of Gen Z are unable to answer without adult supervision, so are excluded from the analysis. 

Top Gen Z brands by brand equity growth

While Converse gained notice with several new sneaker collabs that debuted in the second quarter, the brand also appeared in news stories related to the May 24 school shooting in Uvalde, Texas. The body of one shooting victim, 10-year-old Maite Rodriguez, was identified based on the green high-top Converse shoes she was wearing that had a hand-drawn heart on the right toe. The style sold out as consumers bought shoes to honor the victim, and a viral social media campaign urged the brand to rename the style to honor Rodriguez, as reported by Yahoo and other outlets. 

Converse opted against rebranding the shoes. “We did not view it as an opportunity for marketing or product,” a Converse representative told Ad Age this week. Instead, the brand made charitable donations, she said, including $250,000 to the Uvalde Strong fund.

Converse Chief Marketing Officer Sejal Shah Miller attributed the brand’s rise with Gen Z to a renewed investment in its so-called All-Star Community, a network of 2,300 people worldwide that she described as a “grassroots micro-influencer community” that is “rooted in creativity.” Members, who must apply, include musicians, photographers, skaters, stylists and others who assist Converse with marketing efforts, including via commissioned work, and have access to mentorship opportunities.

“We ultimately are a brand of creativity and self-expression, and our vision is tied to unleashing the creative power of youth,” said Shah Miller, who joined Converse a year ago after stints at Estée Lauder Companies, Mattel and L’Oréal.

The brand tapped members of the All-Star Community for its Pride campaign, which focused on the “Found Family.” That was the brand’s take on the idea that LGBTQ+ people often find kinship not from blood relatives, but from people who connect over shared experiences. The effort included a digital gallery hosted on the brand’s website showing ​​” unfiltered stories of the LGBTQIA+ community, spotlighting how their found families allow them to continue to break barriers and be their most authentic selves.” 

Converse also drew headlines for its limited-edition shoes with PgLang, which is run by Lamar and the rapper’s business partner, Dave Free. The shoes, sold exclusively on Pg-Lang.com and Converse.com, were plugged with a short music video distributed on digital platforms that starred up-and-coming rapper Tanna Leone and Selah Marley, a singer and model and granddaughter of reggae legend Bob Marley.

The Snapchat deal granted Converse early access to a new feature that allows users to share with others clothing worn by their Bitmoji, which is a cartoon avatar. As part of the promotion, Converse supplied Snap with wardrobes and even released a real-life shoe tie-in, called the “Lugged 2.0,” as reported by Hypebeast.

The initiative delivered “unexpected” success, attracting 1.8 billion virtual wardrobe try-ons, Shah Miller, the chief marketing officer, told Ad Age. “It gives you a sense of how engaged consumers are on this platform and specifically with Converse,” she said.

Below, a quick look at what powered some other brands into the poll’s top 20.

**Funyuns, the onion-flavored rings made by Frito-Lay, claimed the poll’s third spot thanks to media love for products, both real and fake. “Like so many brands getting an unexpected lift from TikTok, Funyuns’ time in the sun came in May when the Food Network recycled a clip showcasing how the snack is made for TikTok,” Harris Poll CEO Will Johnson said. “Its viral success continued following the release of Flamin’ Hot Mountain Dew when images circulated of a similar Funyuns-themed soda, which was ultimately proven to be untrue but likely contributed to the brand’s jump in brand equity.”

**Footwear brand Timberland, which placed fourth, put out a campaign in February called “TimbsTrails” that highlighted a new emphasis on digital marketing. The campaign, created with R/GA, invited people to play games and win prizes that included a pair of the brand’s GreenStride boots. The brand also announced that it would roll out a take-back program in January to accept used products to revamp and resell, or disassemble. In July, the brand also partnered with streetwear brand Clot, started by a Canadian-born Hong Kong actor, to create a collection that includes embroidered boat shoes.

**Two pet food brands cracked the top 20—Mars Inc.-owned Iams in eighth and Nestlé-owned Purina Dog Chow at 10th. Gen Z pet ownership has surged during COVID, according to a survey by the American Pet Products Association in March, which found that Gen Zers favors small pets. For its Pro Plan variety, Purina partnered with Olympic snowboarder Chloe Kim in April to encourage people to get active with their dogs. 

**Allstate’s inclusion in the poll, at No. 7, is good news for the insurer as it battles Geico, Progressive, State Farm and other big-spending insurers for younger policyholders. Perhaps Mayhem–the ad character resurrected by the company earlier this year—is making a difference.

**Coming in fifth, JetBlue’s profile has been raised by its fight to acquire Spirit Airlines, a move that would make it the fifth largest domestic US carrier. The airline also released a gender-neutral uniform for its crew during Pride month, a move that aligns with Gen Z’s focus on company values.

**Tupperware, which placed ninth, partnered with Universal Pictures with the brand’s products appeared in the latest Despicable Me movie, “Minions: The Rise of Gru.” The movie features the characters having a Tupperware party in the 1970s.  “Tupperware was a vital part of 70s culture; it was something from a nostalgia perspective that they wanted to include,” said the brand’s VP of global communications and PR Cameron Klaus in an interview with PR Week. 

**Streaming service Crackle, which placed 11th, has increased its distribution with a Marriott Bonvoy partnership as well as acquiring video company Redbox in May. The brand is owned by Chicken Soup for the Soul Entertainment.

**At No. 14 is Pedialyte, which “has been targeting young adults for years, even expanding into the sports drink market last year,” stated Johnson. “Its efforts to appeal to Gen Z appear to be bearing fruit. 

**Kraft Heinz’s entry into the poll at No. 18 comes amid a continuing creative resurgence at the food company. Stated Johnson: “Never mind that Kraft Heinz just lost the naming rights to the Pittsburgh Steelers’ stadium this past week—from announcing the development of a renewable and recyclable bottle made of paper in May to rebranding their 85-year-old classic—Kraft Macaroni and Cheese—to drop three syllables in June, Kraft Heinz had a busy Q2.” 

**Design marketplace Minted, ranked 19th, gained recognition due to its partnerships, according to Harris Poll. These include making a stationery collection with wedding publication Brides and partnering with Samsung’s frame art store.