YouTube Brand Presence: Skate Shoe Edition
The metrics below are aggregated at the channel level, summarizing the total views, likes, and other statistics from all of the brand's videos.
All data was collected between August 2023 and September 2025. No videos before or after this were included in this study.
This is a first draft. Some numbers may be off.
Brands Analyzed
- Vans
- Nike SB
- Adidas
- NB Numeric
- Lakai
- Emerica
- Etnies
- éS
- Cariuma
- Globe
- DC
- ASICS
Part I: Raw Engagement
Raw totals show scale—who posts most and pulls the most views/interactions.
In Part II, we'll look at how well brands convert attention into engagement.
Engagement Leaders
Nike SB: A Few Breakout Videos
7 videos drove 59% of all Nike's views. Stand-out videos like Yuto in Tokyo carried the channel.
59/41 split shows unequal concentration of attention.
Lowest Engagement
ASICS: Off-Channel Reliance
ASICS's channel is relatively new and they rely on other channels publishing their videos. Thrasher published their well received video Shay Sandifords “Night in the Life”.
Part II: Engagement Per 10,000 Views
Per-10k rates show how well brands convert attention into active engagement.
Who Converts Attention into Engagement Best?
Engagements per 10K views
Likes per 10K views
Comments per 10K views
éS — Leading in Likes via Short-Form Videos
Heavy use of YouTube Shorts, like éS | Aimu | Primitive Park pairs a visceral reaction with a nearly effortless double-tap like.
Lakai — Leading in Comments via Long-Form Videos
Lakai’s new team as well as their longer, high-production videos (e.g., Lakai in Tokyo) foster a deeper connection with the audience.
Who Struggles to Convert Attention into Engagement?
Engagements per 10K views
Likes per 10K views
Comments per 10K views
Vans — Is a Broad Content Strategy Diluting Engagement?
A broad lifestyle feed (skate/snow/surf/music) may dilute per-video engagement.
Part III: All Rankings
Sorted leaderboards for posts, views, likes, and comments.
Who posted the most?
Who got the most views?
Who got the most likes?
Who got the most comments?
Vans leads in volume, but Nike SB leads in attention.