adidas is number 2 in the US
The Germany-based sportswear brand has now reached the second place in the sports footwear segment in the US, the largest importer of footwear in the world
"adidas has overtaken Jordan as the # 2 brand in US sport footwear," tweeted sports industry analyst with the NPD Group Matt Powell, adding: "This is an achievement I never thought I would see in my lifetime."
This follows recent gains in market share from competitor Nike in the US and China, the two main consumption markets for footwear, with a share of 10.8% and 18.3%, according to the latest edition of the World Footwear Yearbook (more information here).
Some market analysts claim that adidas strategy of celebrity endorsements is paying off, elevating the perception of the brand near consumers.
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