Adidas Overtakes Jordan To Become #2 Sneaker Brand In U.S.: NPD

(RTTNews) - Germany's Adidas AG has overtaken Jordan brand to become the second ranking brand of U.S. sport footwear, according to athletic footwear data in August compiled by The NPD Group. Adidas now owns 13% of the sneaker market in the United States. Nike Inc., which is also the parent of the Jordan brand, maintained its top spot.

Mike Powell, NPD's sports industry analyst, said, "This is an achievement I never thought I would see in my lifetime."

Adidas sport footwear sales grew more than half for the month and share grew by nearly half, to 13%, he said. Adidas' sneaker market share was 1.7% higher than what was reported in June.

In the month, basketball footwear sales were down 20%, while Adidas basketball grew more than 40%. Nike's basketball footwear sales declined in the mid-singles and Brand Jordan lost about a third of its sales. Under Armour basketball was down about half.

Total U.S. athletic footwear sales were $1.86 billion in August, up slightly from $1.85 billion last year.

Powell reportedly said that the brand's success has to do with the popularity of its classic styles like the Adidas Superstar, which was the best selling sneaker of 2016, and Stan Smith.

The significant improvement for Adidas was also attributable to the strong technology in its new basketball shoe lines.