Market researchers from NPD Group are reporting that adidas have surpassed Jordan Brand to claim the number two spot in America's sneaker brand rankings (and you can just about hear Kanye yelling ‘I told you so’ all the way from Calabasas).
The news is the latest in a slew of successes for Team Trefoil. In stark contrast to Nike's lacklustre second-quarter performance, adidas crushed it, supporting the street-level view that the brand are fashion's new kingpin.
NPD analyst Matt Powell says the shift in power comes after adidas’ footwear sales more than doubled, achieving 13 per cent market share, which traces back to a focus on shoe chain sales. Nike and Jordan Brand did experience growth in some sectors, but as a whole are reportedly declining along with Converse and Under Armour.
The contribution of individual models to brand growth isn’t clear, but you can bet the BOOST brigade have something to do with it. Maybe this means adidas will give the go-ahead on Kanye's request to open hundreds of Yeezy stores.