Every year, our Top 100 Coolest Brands offers more than just a ranking – it’s a cultural temperature check on what really matters to kids and teens. And this year, amongst the standout themes are sport and skincare.  Sports are having a moment  

In the UK especially, sports and leisure brands are winning big. Nike and Adidas are leading the charge, with sharp strategies that go way beyond sneakers. Globally, the rise in sport is undeniable - and for girls in particular, the impact of visible female role models is huge. Kids are being what they can see.  

Soccer sits at the heart of this shift. Both the men’s and women’s games have exploded, with icons like Messi, Haaland, Ronaldo and Bellingham becoming household names far beyond the pitch. But it doesn’t stop there – F1 and golf are also scoring with younger fans, using TikTok storytelling and social media fandom to grow audiences.  

Brands that tie themselves to representation, aspiration and achievement – think Nike, Adidas, and in the US, Air Jordans - are climbing the cool ranks by leaning into the stories behind the stars.  

Kids are savvier than ever  

We often underestimate kids, but today’s Gen Alpha has expectations shaped by constant access to information. For them, discovery is instant:  

• Heard of a new brand? Google it.  
• Need homework help? YouTube it.  
• Curious about influencer gossip? Ask ChatGPT.  

This hyper-connectivity means their early brand interactions stick – shaping loyalty and habits for years to come.  

The rise of beauty and skincare  

If sports brands are dominating in the UK, beauty is making waves in the US. Skincare brands surged up the Coolest Brands list, driven by TikTok aesthetics and the “curation” culture Gen Alpha loves. Pastel packaging and collectible products have made Drunk Elephant, Sol de Janeiro and Bubble Skincare staples on tween wish lists in 2025.  

With beauty trends flooding social feeds, skincare has become less about function and more about self-expression just like sneakers continue to be.  

Looking ahead  

Coolest Brands isn’t just a snapshot – it’s a glimpse into the future. Sports brands are redefining aspiration, while beauty brands are shaping identity. Together, they show us a generation that’s culturally fluent, globally connected, and already curating the brands they’ll carry into adulthood.  


If you want to know what’s here to stay, what’s coming and how you can prepare your business, get the Top 100 Coolest Brands 2025 mini report here.

To get the full picture, get in touch with our team. We’d love to hear from you!