Signal Street Brands
Brand Movers BriefNo. 9 · September 2026
Brand Movers Brief · US consumers aged 13 to 39Data to the week ending 27 September 2026
A sneaker collaboration and a snack recall set September's range
Twelve brands moved more than five points on the Pulse in September. Nine of the moves trace to a dated public event; we could not explain three
1September's largest movers
Seven brands rose and five fell by more than five points between the weeks ending 30 August and 27 September. We matched nine of the twelve moves to a public event dated within the seven days before the score turned.1,2
| Brand | Category | Score | Change | Main event |
|---|---|---|---|---|
| Athletic footwear brand | Apparel | 71.4 | +9.2 | Collaboration drop, 4 Sep |
| Energy drink brand | Beverages | 63.0 | +7.1 | Creator series, 10 Sep |
| Mobile game publisher | Gaming | 58.6 | +6.4 | Season launch, 16 Sep |
| Fast casual chain | Restaurants | 66.2 | +5.8 | Value menu, 2 Sep |
| Streaming service | Entertainment | 69.9 | +5.3 | Ad tier price cut, 18 Sep |
Source: Signal Street Brands Youth Brand Pulse, brand newsrooms, app store release notes, earnings call transcripts, SEC filings, Consumer Product Safety Commission recall notices
| Brand | Category | Score | Change | Main event |
|---|---|---|---|---|
| Snack brand | Food | 48.7 | down 11.6 | Recall notice, 12 Sep |
| Ride hailing app | Travel | 52.1 | down 7.4 | Fare change, 8 Sep |
| Beauty retailer | Beauty | 60.3 | down 6.2 | Not identified |
| Social app | Technology | 55.0 | down 5.7 | Not identified |
| Fashion retailer | Apparel | 57.8 | down 5.4 | Not identified |
Source: Signal Street Brands Youth Brand Pulse, brand newsrooms, app store release notes, earnings call transcripts, SEC filings, Consumer Product Safety Commission recall notices
2How the two largest moves unfolded
The footwear brand had held near 62 all summer and gained 6.7 points in the week of the collaboration drop, then kept rising as the second colorway sold out. The snack brand fell 10.5 points in the week of its recall notice and has not recovered; its score of 48.7 is its lowest since we began weekly tracking.
Source: Signal Street Brands Youth Brand Pulse, brand newsrooms, app store release notes, earnings call transcripts, SEC filings, Consumer Product Safety Commission recall notices
3What moved scores
Launches and price changes explained six of the nine moves we could trace. Both price cuts lifted scores, while the ride hailing fare change, which raised minimum fares in eleven cities, preceded a fall of 7.4 points.
Source: Signal Street Brands Youth Brand Pulse, brand newsrooms, app store release notes, earnings call transcripts, SEC filings, Consumer Product Safety Commission recall notices
4Against the Pulse
5What to watch in October
Whether the snack brand's scores recover once replacement stock reaches shelves, the footwear brand's second collaboration drop due on 16 October, and holiday price announcements from the fast casual and streaming categories that lifted scores in September.
How this brief is built
- Movers are brands whose Pulse score changed by more than five points between the last weekly readings of two consecutive months
- An event explains a move only if it is public, dated and falls within the seven days before the score turned
- Moves with no qualifying event are reported as not identified rather than attributed by judgment
Approved for subscribersRenee AlbrightHead of Brand Analytics · 3 October 2026
1 The Pulse score runs from 0 to 100 and combines weekly ratings of awareness, regard and purchase intent from a panel of US consumers aged 13 to 39.
2 Two risers outside the top five, a beauty brand and a beverage brand, moved after a product launch and a creator deal and are counted in Figure 2.