Adidas overtakes Jordan Brand's athletic footwear market share
The race for athletic footwear supremacy took a surprising turn on Monday when Adidas surpassed Jordan's share in the US athletic footwear market, snapping up the second-highest spot. According to the NPD Group, the Adidas monthly market share from January to August 2017 was 11.3%, while the Jordan market share in the period was 9.5%. Adidas’ market share increased from the previous year, when it was 6.6%, while Jordan’s market share was flat.
Matt Powell, a Sports Industry Analyst at the NPD Group, explained via social media how Adidas overtook Jordan in the number two spot in the US.
“This is an achievement I never thought I would see in my lifetime,” he said on Twitter. “Adidas sport footwear sales grew more than half for the month and share grew by nearly half, to 13 percent. Nike brand footwear sales were down for the month of August, as were Brand Jordan and Converse.”
Powell added that basketball footwear sales were down 20%, but Adidas basketball was up 40%. The German footwear company also increased its attention on footwear retail chains, “where the brand’s sales more than doubled,” and may have been positively impacted by August, which is one of the biggest sales months of the year. Dollar sales increased slightly in the month most likely due to back-to-school shopping.
Though Adidas passed Jordan as the number two most popular brand in the US, Nike, Jordan's parent company, still sits at number one with 37% market share, a 2% decrease from January to August 2016.
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