American newspapers consider it a historic achievement: Adidas surpasses the Nike Jordan brand and becomes the second best-selling footwear brand in the US. Data comes from research by NPD Group that analysed August sales figures. In an industry rated $ 1.86 billion, Adidas grew to 13% of the market, while the Nike Jordan brand stood at 8%. The undisputed leader, however, remains Nike with a market share of 36%. According to NPD Vice President Matt Powell, Adidas, who has been out of the hard years in the American market, “is a result I never thought could be achieved.” Nike Jordan’s US consumer dissatisfaction led Morgan Stanley’s analysts to wonder if the brand had no creative difficulties, while Nike announced the cut of 2% of its employees worldwide and the dismissal of 700 people from how many are in the headquarters.
Adidas overcomes Jordan in sales and pursues Nike
