Adidas Tops Jordan as US Second Most Popular Footwear Brand

Emmett Rice
September 20, 2017

Adidas has officially passed Nike's Jordan brand to become the number two shoe in the country, according to the research firm NPD Group, which just released numbers through August on USA sport footwear.

Reports said that from January through August, Adidas nabbed 11.3 percent of the USA market share, up from the 6.6 percent the brand had previous year. The German athletic sportswear company has passed the Jordan brand to become the No. 2 brand in sneakers in the U.S. Nike Inc., which is also the parent of the Jordan brand, maintained its top spot.

This is great news for the Adidas sneaker division, which was overtaken by Under Amour for the second position on this same list at the beginning of 2015. They've been making big moves, all in the right direction.

While some credit Kanye West for bringing his Yeezy brand to Adidas, Powell says the reason for the increase is more than just Kanye. Not to mention the National Basketball Association players they already had under contract in Derrick Rose and Damian Lillard.

Nike saw a 4.1 percent year-over-year decrease over the same time, with running losing 10.5 percent and basketball down 8.4 percent.

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The rise of a brand has to come at the expense of its competitors.

To make matters worse for Nike, investors continue to be concerned about the brand's innovation pipeline, which Canaccord called "stale". Although Adidas poses no threat whatsoever yet to, Nike is bound to take notice of their falling stock.

Nike Inc (NYSE:NKE) has been the dominant player in the US athletic shoe market for decades, but an overseas rival has begun to put a serious dent in its market share. "You have to believe at some point they're going to wake up".

The sneaker giant has National Basketball Association giants LeBron James, Kevin Durant, Kyrie Irving and Giannis Antetokounmpo signed to deals.

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