German sportswear giant adidas has been on top of the sportswear and sneaker game, with an array of highly anticipated releases. Adidas’s objective of enlarging their stronghold in the North American market seems to be attainable goal for the brand. NPD group sport’s analyst, Matt Powell commented that the sportswear brand should hit $5.3 billion USD in North America by 2020. Powell explained that Adidas’s main competitor is unsurprisingly, Nike. With figures of sales outside the US between Nike and Adidas being “virtually equal today”.
https://twitter.com/NPDMattPowell/status/841951524892889088
adidas Group North America President Mark King tells Bizjournals: the brand is no longer simply attributable to Stan Smiths and Superstars, two such sneakers.
“A year ago the momentum was primarily in Originals and today the momentum is across the board in performance product and Originals,” King said. “The most exciting for us is the momentum in running and training apparel. Those are the two biggest categories, period.”
The last revenue year resulted in adidas totalling earnings of $3.6 billion USD in sales, in comparison Nike significantly fared better. Nike totalled an impressive $14.7 billion. None the less, adidas group CEO Kasper Rorsted, has been focusing on the North American market, continuing to prioritise sales and campaigns in the states for the coming year.
Adidas have recently been partnering and promoting with the likes of Stormzy, Nadia Rose and Y-3. We can safely expect a lot more from the powerhouse in the years to come.
