In what has been a continual theme in the sneaker industry over the last few years, adidas have continued crushing it in 2017 – and one of their executives has just disclosed why. At the beginning of May, the company announced that their earnings from the North American market had shot up a phenomenal 36 percent. This aligns with numbers drawn from the brand’s first-quarter performance in the footwear sector, where their marketshare almost doubled to 11 percent.
In conversation with Business Insider, adidas exec Mark King said that the growth had come from paying equal attention to performance and fashion. ‘It’s that mixture,’ King said, ‘that coming together of performance and style that gives us an advantage over pretty much everybody we compete against.’
King went on to say that, moving forward, the brand is interested in staying in tune with what customers need, and bringing ‘…products to the market place that are really relevant in the moment.’ The sentiments are spot on with how much of the public perceives adidas at the moment, with demand for models like the NMD and Pharrell’s new Tennis Hu soaring sky-high. And it looks like things are only on the up for Team Trefoil. Reuters report that CEO Kasper Rørsted is looking to throw even more weight at the US market, and buoy efforts internally by linking the pays of their top executives to adidas share price.