Group Created with Sketch.
Volume 24 No. 214
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Adidas Officially Surpasses Jordan Brand In Terms Of Sneaker Market Share In The U.S.

Adidas has "surpassed Jordan Brand" in the U.S. and now owns 13% of the domestic sneaker market, according to data from NDP Group cited by Jake Woolf of GQ. Adidas' 13% figure is "more than double what it had a year ago," and 1.7% higher than what was reported in June. Nike still holds the No. 1 spot with about 44% market share, down from 60% in '14, and most observers "agree on the major reason for Nike's decline: a lack of excitement for the basketball and running sneakers so essential to the Swoosh's business." NPD analyst Matt Powell said that Adidas' success has to do with the "popularity of its classic styles." Woolf: "But ask any hypebeast why they've been buying up Adidas sneakers recently, and you're bound to hear the name Kanye West." With Yeezys being produced in "limited runs, it's safe to assume that West's signature line of sneakers has had little direct effect" on Adidas' bottom line. However, there is something to be said for West's "halo effect" on the rest of Adidas' product line (GQ.com, 9/18). ESPN.com's Darren Rovell noted from January through August, Adidas had 11.3% of the U.S. market share by dollars, up from 6.6% over the same period last year. Jordan Brand essentially "stayed steady," going from 9.4% to 9.5%. Nike dropped from 39% of market share over the first eight months of '16 to 37% for the same period this year (ESPN.com, 9/18). Powell said on Twitter, "This is an achievement I never thought I would see in my lifetime." In Portland, Clare Duffy noted the announcement comes after a "period of major growth" for Adidas that saw the brand keep its North American HQ in Portland (BIZJOURNALS.com, 9/18). Quartz' Marc Bain tweeted, "Lots of issues w/ Jordan brand helping Adidas overtake it. Lack of fresh ideas, too much on market, too much on sale." Sneaker News: "None of this is really surprising."