Nike, Pink, and Apple Pay top latest Teen Cool Brands list

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It’s hard not to sound like a geezer talking about what the kids think is cool when you are a geezer talking about what the kids think is cool…but this reporter comes bearing data.

Nike is the coolest brand in North America among those aged 13–17, followed by Pink, Apple Pay, and TikTok, according to the annual Teen Cool Brands list published by YPulse, a market research firm with a focus on young consumers.

This is critical to the Starface set, with “cool” ranking higher than “high quality” or “trendy” when it comes to purchase-determining factors, according to the report.

“Contrary to what your mom told you,” the report affirmed, “it’s crucial to be cool.” (But she’s probably right about not following your friends’ example of jumping off a bridge.)

The results are from responses from 23,220 teens in the US and Canada from January 13, 2025 to January 13, 2026.

While making the list will be a cause for celebration for the marketers who’ve made such an impression on teens, not everyone will be celebrating.

Health Secretary Robert F. Kennedy Jr. has argued that ultraprocessed food is “poisoning” children in particular, but those who market products high in sugar, fat, and salt are clearly striking a chord with the kiddos. Among those in the top 25 on the cool list are Doritos (8), Chick-fil-A (17), Oreo (19), McDonald’s (21), Coca-Cola (23), and Sour Patch Kids (25).

Chester Cheeto was working overtime this year: Flamin’ Hot Cheetos ranked 16th and plain ole Cheetos ranked 24th.

“Bright orange, addictively crunchy, and deeply embedded in our culture, Cheetos have become a staple in lunchboxes,” C.J. Benjamin wrote in Medium. “But peel back the slick marketing and cheesy coating, and a more troubling picture emerges—one that highlights the dangers of ultra-processed foods, the failures of US food regulation, and a glaring lack of healthy alternatives on store shelves.”