Teenage children - or tweens specifically - are a great example of being passionate about a brand without having ever made a purchase. Brands like Frank Green and White Fox do an awesome job of getting teenagers (girls in particular) passionate about their brands, knowing full well young children cannot afford the price tag of their items. That drives the passion even more, as tweens then set a long term goal to save money to make a purchase, or convince their parents over time to make the purchase - in the meantime constantly interacting with the brand, particularly via social media, and becoming more and more passionate (obsessed?). A fair does of FOMO within that peer group helps the brands cause, too.