Yes, you read that right, the three stripes brand has passed the Jordan brand as the second-most popular sneaker brand in the United States, according to a survey by market tracking company NPD Group.
Over the next two years, Adidas grew steadily through its originals brand like Superstar, Stan Smith, NMDs, its Ultraboost line, and an endorsement deal with Kanye West to bring his Yeezy brand over from Nike.
Should we give Kanye West the credit for this Adidas victory?…“Kanye is often given credit for the rise, but his product offering is tiny,” said Industry analyst Matt Powell, of NPD group.
Powell tweeted on Monday that “This is an achievement I never thought I would see in my lifetime. Adidas sport footwear sales grew more than half for the month and share grew by nearly half, to 13%,”.
Adidas has overtaken Jordan as the #2 brand in U.S. sport footwear. This is an achievement I never thought I would see in my lifetime.
— Matt Powell (@NPDMattPowell) September 18, 2017
Adidas basketball grew more than 40%, while Nike declined in the mid-singles and Brand Jordan lost about a third of its sales. Under Armour basketball was down about half. Total U.S. athletic footwear sales were $1.86 billion, up slightly from $1.85 billion last year. Nike shares are up 5.3% for the year so far and Adidas shares are up 31.1% for the period.
Nike still leads the way…
However, the five top-selling shoes in August based on dollar amount were:
- Nike Tanjun
- Nike Air Huarache
- Chuck Taylor Low (a Nike brand)
- Nike Revolution 3
- Adidas Tubular Shadow
Aug. Athletic FW Top-Sellers ($ order): TANJUN, AIR HUARACHE, Chuck Taylor LOW, Nike REVOLUTION 3, TUBULAR SHADOW, J XIII, SUPERSTAR…
— Matt Powell (@NPDMattPowell) September 18, 2017
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