Hype Avenue

adidas Gains Ground on Nike for Market Share Position

The upward trend that adidas is experiencing in the United States is not slowing down anytime soon, and most recent numbers reported by the NPD Group show that Jordan Brand is heavily affected by this change.

Since May 2016, adidas has nearly doubled its U.S. athletic footwear market share from 6.3% to 11.3%, where Nike dipped slightly from 35.9% to 34.7%. However, it is Jordan Brand that is taking the brunt of the abuse as their market share plummeted from 14.8% to 11.8%, which is nearly equal to what adidas owns today.

Above: Pictograph of U.S athletic footwear market share

While Nike is still far and wide the most profitable athletic footwear company in the world, adidas is steadily closing the gap and taking away market share from Jordan Brand and Under Armour. A lot of this has to do with the fact that casual footwear trends (aka shoes not meant for physical activity) have shifted away from the retro basketball look to the more low-profile, sleek look offered by adidas. Jordan Brand is countering by introducing new footwear models to the Jordan catalog like the Fly 89, but right now there’s no end in sight for adidas’ uprising as the brand continues to gain popularity in the states.

Above: Jordan Fly 89 shoe that debuted in 2017

It’s clear that adidas is straying further from core performance sports and owning the casual athletic category. Their decision to essentially let Nike take the NBA jersey deal from them was shrewd considering the low return on the price they had to pay. The basketball footwear business is low and having adidas logos on NBA jerseys didn’t do much for what adidas is trying to accomplish, which is to be the best casual athletic footwear brand in the world

READ  Nike's SF-AF1 Mid to Launch in a Clean "Triple Ivory" Edition

Related posts

Watch: Minnie and DJ Zinhle launch their own fashion lines at MBFWJ16

Don’t be afraid of white-on-white, just learn to do it right

A local clothing store celebrating the diversity of women

Loading...

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Read More

Privacy & Cookies Policy

Login

X

Register