Adidas is placing increased focus on the U.S. market as it seeks to strengthen its position against its key competitor, Nike. With growing uncertainty around consumer demand in China, many global brands are turning their attention to American shoppers for growth opportunities in 2025. Under the leadership of CEO Bjorn Gulden, has made significant strides since severing ties with rapper Ye and discontinuing the Yeezy sneaker line in 2022. The company has experienced a remarkable 160% rise in stock value since Gulden’s appointment was announced. As Adidas prepares to release its full-year financial results in early March, investors are eager to learn more about its strategies to capture U.S. market share and compete against emerging sportswear brands like On Running and Hoka.
Recent data indicates that while Nike’s global sportswear market share fell to 14.1% last year from 15.2% in 2023, Adidas expanded its share from 8.2% to 8.9%. Other brands, including New Balance and Hoka, also saw gains. Despite this growth, Adidas faces challenges in North America, where its sales declined by 7% in the third quarter due to the loss of its Yeezy line. However, with overall sales increasing by 19% in the final quarter and 12% throughout 2024, Adidas appears poised for continued momentum.
To solidify its presence in the U.S., Adidas has launched initiatives targeting American consumers, including collaborations with Los Angeles-based label Sporty & Rich and musician Pharrell Williams. The brand has also bolstered its roster of athlete endorsements, such as WNBA player Satou Sabally and college football star Travis Hunter, while promoting its Terrace franchise of sneakers, including the Samba and Gazelle, which have shown strong sales during the holiday season.
North America remains a critical growth area for Adidas. By capitalizing on Nike’s current challenges and leveraging its recent successes in the U.S. direct-to-consumer market, Adidas could secure long-term growth and strengthen its position in the competitive global sportswear industry.!