Adidas is the coolest brand among South African youth and the latest annual youth brand survey sponsored and published by the Sunday Times newspaper says the sports manufacturer has its association with sporting stars like David Beckham to thank.
Adidas took the top spot from Billabong, last year’s winner, with Levi’s, Apple iPod (interesting the way the Apple brand is qualified for the survey), Nike, Coca-Cola, DSTv (South African satellite television service), PlayStation, BMW and Nokia following in that order.
“The youth market (defined for the survey as 8- 23 years) represent the single largest proportion of South Africa’s population (53%), and young consumers often influence the brand or purchase decisions of others - their parents, siblings or friends,” the Sunday Times wrote.
Some of the category winners were:
Cool Brands in South Africa