Adidas has cause to celebrate. Since King took over in 2014, the company has more than doubled its North American market share, and its stock has nearly quadrupled globally. Adidas ZX 700 Mujer Even a pay-to-play college basketball scandal, which could send one of the company’s former executives to prison, has done little to slow Adidas’s momentum.Adidas Nike Air VaporMax Dame released its 2017 annual report showing that North American revenue grew 27 percent. That’s compared with 3 percent growth for Nike in 2017, and Adidas’s 2013 increase of just 2 percent. Industry experts said the company’s sudden Nike Air Max 95 Womens growth spurt is a story of technology, celebrity and a healthy dose of luck.
Starting in the 1920s, brothers Adolf and Rudolf Dassler made shoes together in the small German town of Herzogenaurach. Nike Air Max 2017 Dame In 1948, they had a falling out — with Rudolf starting what would become Puma and Adolf founding Adidas.
In 1954, the German national team won the World Cup wearing Adidas cleats — complete with screw-in studs and a lightweight build — and the brand took off. The European company also saw some success in the American market. By 1984, Adidas was the front-runner to sign a highly touted NBA draft pick named Michael Jordan.Instead, Nike swooped in and made a now-famous deal that propelled it to the top of what has since been dubbed the “sneaker wars.” Adidas has been stuck in second (or worse) for decades.
Part of Adidas’s problem, industry analysts Nike Dunk Sky High Womens said, is that it was designing for a European audience, not an American one. “Sometimes the shoes that worked in Europe worked here,” said Matt Powell of NPD Group, a market research company. “Adidas ZX 750 MensAnd sometimes they didn’t.”
By the 2010s, as its market share dwindled and stock prices stalled, Adidas decided it was time for a change. Beginning in 2014, the company looked west.
Aside from bringing in King as the North American president, its gamble involved moving some 200 top employees from Germany to the United States — including lead designer Paul Gaudio — and investing millions in the American market. Adidas NMD Femme Asics Gel lyte 5 Femme The company also launched a shoe design hub in Brooklyn and a robotic “speedfactory” in Atlanta and has plans to expand its North American headquarters in Portland, Ore.They’re still in growth mode,” said Yu-Ming Wu, publisher of Sneaker News, a website that covers the shoe industry. “Last I heard, they had employees sitting in hallways.”
The expansion has taken many by surprise. When Adidas overtook Jordan Brand, a subsidiary of Nike Air Max 2017 Femme Nike, for second in sports footwear sales in the fall, Powell tweeted, “This is an achievement I never thought I would see in my lifetime.”
Even King said the magnitude was a bit unexpected. “I’m a dreamer. I had high hopes,” he said. “[But] I didn’t know all this was going to happen