We all joked about Yeezy jumping over the Jumpman when Kanye West first signed with adidas. Now, it’s actually not too far off from happening – talking about adidas as a brand (not just Yeezys).
According to data from retail researcher NPD Group, Nike’s share of the US athletic footwear market was 34.7% last month, a dip from 35.9% in May 2016. Jordan Brand, the Nike-owned basketball sneaker line, had 11.8% share, a dip from 14.8% in May 2016. adidas? Its share nearly doubled year over year, from 6.3% in May 2016 to 11.3% in May 2017.
The biggest reason Adidas is on the rise is because of an industry trend that benefits the brand: casual sportswear. That refers to both apparel and sneakers, and adidas has always been known for streetwear, or as the category is called these days, “athleisure.” It’s a trend many bemoan (including Under Armour CEO Kevin Plank), but a trend that hasn’t gone away.
Nike, Inc. (which includes Nike, Jordan Brand and Converse) is still the most dominant brand in sportswear, but adidas isn’t too far off from catching up.
While adidas isn’t ready to officially pass Nike, they do have a good chance of passing Jordan Brand very soon. What do you guys think of this? Time for Jordan Brand to start focusing more on “athleisure” wear than core performance? Leave your thoughts in the comments section.
Source: Yahoo Finance