2026 US Footwear, Apparel, and Accessories Brand Heat Index

The race for brand heat is tighter than ever. L.E.K. Consulting’s 2026 Brand Heat Index reveals which footwear, apparel and accessories brands are capturing attention, which are gaining momentum and how heat varies across gender and generation.

Based on a survey of approximately 6,000 U.S. consumers ages 14 to 55 who have purchased footwear, apparel or related goods in the past 12 months, the report measures relative brand popularity across major categories using a standardized heat index, with consumers evaluating approximately 650 brands.

In 2026, outdoor and athletic categories continue to generate the highest heat scores overall, competition at the top is increasingly tight and premium brands are rising across multiple segments. For the first time, this year’s Index also includes Bags & luggage, as well as Outdoor equipment & sporting goods, expanding the view of brand momentum beyond footwear and apparel into accessories and gear.

Highlights from this year’s findings

• Outdoor and athletic categories continue to have the highest heat scores overall, as consumers look to these brands for both performance and lifestyle occasions.
• Competition at the top is intensifying, with seven out of 16 footwear and apparel categories showing the top three brands within 10 points of one another.
• Premium brands are rising across categories, with accessible luxury performing particularly well in dress and select footwear segments.
• Brand heat differs meaningfully by gender and generation, with women and younger consumers featuring a higher proportion of newcomer brands in their Top 10 rankings.
• Bags & luggage and outdoor equipment & sporting goods make their debut this year, with digitally native and recreation-driven brands showing strong cross-generational relevance.

What is driving these shifts? Consumer feedback indicates that a strong, authentic social media presence is a core driver of brand heat, particularly among younger generations, where social-native emerging brands appear in multiple Top 10 lists. Generational and gender differences play a critical role in shaping brand momentum, requiring targeted and segment-specific strategies to win.

With emerging brands gaining ground, premium players climbing the ranks and competition tightening across categories, understanding brand heat at a granular level has never been more important.

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