Adidas has surpassed Nike owned Jordan brand to become the second biggest sneaker brand in the US market, growing 4.7 percent year on year to claim a 11.3 percent market share. In comparison, the Jordan brand grow by 1 percent to 9.5 percent year on year for the same reporting period.
Market leader Nike, dropped from 39 percent to 37 percent in the first 8 months of this year compared to the same period last year, showing continued signs of negative sales growth for the brand since 2015. Although overall basketball sales have dropped, Nike remains in a strong position with basketball heavyweights LeBron James, Kevin Durant and Kyrie Irving on its rooster.
Some would attribute Adidas’ success to the Kanye West partnership, but this endorsement is not nearly as impactful as many might think, “Kanye is often given credit for the rise, but his product offering is tiny,” says NPD sports industry analyst Matt Powell.
Be that as it may, we can’t nullify Kanye’s influence on consumer sentiment based on the scale of his offering, looking at Kanye’s overall brand association with Adidas, not limited to the Yeezy line, it would be fair to consider his effect on positive consumer sentiment towards the brand. How to quantify this, is a different question.