Matt Powell, an industry analyst at NPD group, tweeted that Jordan is now below Adidas on Monday, stressing that Adidas has taken the position of Jordan as the second top-selling U.S. footwear brand, though he didn’t attribute it to Kanye’s shoes.
In his tweet, he said that he never expected such Adidas achievement. Powell reported that the sales of Adidas’ footwear went high by more than half in August. Its market share also scaled up by 13 percent. He added that Adidas had been bent on shoe chains such as Foot Locker, where its experience more than twice its sales during the month. The females’ sales also doubled, causing a general 3 percent increase in women’s sales, while Nike hardly upped in this category.
Nike faces more struggle than before
Obviously, it’s a time for struggles for the leader in the industry, Nike. The Nike brand has witnessed lower sales in Q2, and recently declared its restructuring agenda that would lay off about 2% of its workforce globally and about 700 at its Beaverton headquarters. Investors were encouraged last week on the cover of Barron to steer clear from buying Nike. Powell points out that this marks the second time that Nike has not maintained the top two positions for top-selling brands.
Regarding top selling footwear, Nike still takes the lead. According to the dollar amount, the five best-selling shoes in August were the Nike Air Huarache, Nike Tanjun, Chuck Taylor Low, Adidas Tubular Shadow, and Nike Revolution 3. Powell said the last month was the highest months of sales regarding footwear.
While other sales channels grew, sales at the ‘critical athletic specialty/sporting goods’ stores dropped.’ Several people have wondered the possibility of sales of basketball footwear which has been down, grow again. Powell said Adidas basketball is up 40 percent, while the sales for the category go down by 20 percent.