adidas has jumped over Under Armour to become the second largest sportswear label in the U.S. Under Armour took over adidas two years ago to arrive at the #2 spot and was a real threat to Nike. This rise was a wake up call to many at the three strips brand. What many feel led to the slip in market share was that adidas was relying on selling its storied history which was very different than the hype machine its competitors were offering. adidas has since turned things around and Kanye West’s YEEZY line has been a big part of that turnaround.