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 ** and ** percent of affirmative answers respectively. Levi's was also largely considered to be a "cool" brand, this time by ** 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 to just *** 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.
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YouGov Italy. (May 27, 2020). Which of these sportswear brands do you think is able to anticipate trends and fashion? [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1131210/sportswear-brands-perceived-as-the-coolest-by-young-people-in-italy/
YouGov Italy. "Which of these sportswear brands do you think is able to anticipate trends and fashion?." Chart. May 27, 2020. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1131210/sportswear-brands-perceived-as-the-coolest-by-young-people-in-italy/
YouGov Italy. (2020). Which of these sportswear brands do you think is able to anticipate trends and fashion?. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1131210/sportswear-brands-perceived-as-the-coolest-by-young-people-in-italy/
YouGov Italy. "Which of These Sportswear Brands Do You Think Is Able to Anticipate Trends and Fashion?." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 May 2020, /statistics/1131210/sportswear-brands-perceived-as-the-coolest-by-young-people-in-italy/
YouGov Italy, Which of these sportswear brands do you think is able to anticipate trends and fashion? ÌÇÐÄÆƽâ°æ, /statistics/1131210/sportswear-brands-perceived-as-the-coolest-by-young-people-in-italy/ (last visited August 03, 2026)
Which of these sportswear brands do you think is able to anticipate trends and fashion? [Graph], YouGov Italy, May 27, 2020. [Online]. Available: /statistics/1131210/sportswear-brands-perceived-as-the-coolest-by-young-people-in-italy/
