Two years ago, German sportswear giant Adidas Group was sucking wind in America.
It had just been unseated as the No. 2 apparel brand in the US by Under Armour, practically a teenager (Kevin Plank founded the upstart brand in 1996) compared to 90-year-old Adidas. In footwear, it ceded No. 2 to Skechers, which had made great gains seemingly out of nowhere. Adidas lost US footwear market share every year from 2011 to 2015.
This year, it all changed. Adidas brand’s market share of US athletic footwear rose to 7.2% for this year through November, up from 4.3%, according to NPD Group. Nike’s share (without Jordan Brand) fell to 37.3%, down from 41% last year. Adidas has clawed back the No. 2 athletic footwear spot from Skechers.