Published quarterly, the Ad Age-Harris Poll rankings are sourced from The Harris Poll’s daily brand tracking tool, QuestBrand, to identify companies with the greatest quarter-over-quarter increase in equity among specific age cohorts. Read the last edition of the Gen Z poll here. And check out the latest edition of the baby boomer poll here.
Fashion brands New Balance, The Gap, Uniqlo and Ugg are gaining with Gen Z thanks to celebrity and streetwear partnerships and retro lines.
The four brands cracked the top 10 in the latest Ad Age-Harris Poll Gen Z brand tracker, which ranks brands that made significant progress in gaining attention from Gen Z in the fourth quarter of 2024.
New Balance, which ranked first, turned heads with its “snoafer”—taking the brand’s 1906 sneaker and turning it into a penny loafer.