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adidas overtakes Jordan and becomes second sneaker brand in the US

Nike is still on top, but the three stripes are growing and Jordan is in a deep crisis

adidas overtakes Jordan and becomes second sneaker brand in the US Nike is still on top, but the three stripes are growing and Jordan is in a deep crisis

According to market tracking company NDP Group’s sports industry analyst, adidas is now the second sneaker brand overtaking Jordan in the US market, the largest in the world. Matt Powell - head of NDP group - tweeted the news early this morning.


Powell reported that adidas sport footwear sales grew more than half for the month of August, while Nike, Jordan and Converse sales were down. According to the report, from January through August of 2017, adidas had 11.3 percent of the U.S. market share by dollars. That was up from the 6.6 percent the brand had over the same period last year.
 

Over the next two years, adidas grew steadily through its originals brand like Superstar and Stan Smith, its new Ultraboost line, and an endorsement deal with Kanye West to bring his Yeezy brand over from Nike. In the last two reported quarters, Adidas' overall U.S. sales growth went up 41 and 45 percent, while Nike, which has a significantly larger business, saw an increase of 3 percent in one-quarter and none in the other. It hasn't helped that basketball shoe sales have slowed down across the board, although Nike has strength in basketball with LeBron James, Kevin Durant and Kyrie Irving as endorsers. Powell also pointed out that Nike still has the top seller sneakers of the market, with adidas just lead by the Tubular Shadow.

 
Nonetheless the three stripes brand is in a very good health, recent predictions avoid an upcoming crisis for Nike, while the problem seems more concerted on the Jordan label. Previously, in a recent report from Business Insider, Morgan Stanley analysts noted that Jordan Brand’s performance was on the decline and shared, “The risk is this is a sign Nike has the previously unthinkable ‘brand problem’ with its Jordan Brand.”