Adidas Regained Its Second Position In North American Market Sports Brand

(Adidas) to regain the North American market at last.

Second position.

According to reports, Matt Powell, an analyst at NPD group, a sports industry research firm, revealed on twitter that Adidas will outperform its rivals this quarter.

(Under Armour), becoming the second largest sports equipment manufacturer in North America after Nike (Nike).

Adidas's strong return seems to be expected.

In the second quarter of this year, Adidas group performed strongly in the US market. During the period, its revenue rose 22.6% to 788 million euros (about 5 billion 830 million yuan), exceeding the turnover of Andemar in the same period of 827 million US dollars (about 5 billion 490 million yuan), becoming the fastest growing mobile brand in the region.

Mark King, executive director of North America in mid 2014, is considered to be the Prime Minister of this rebound.

In those days, Adidas group's revenue in North America dropped by 6%, and its market share of Adidas and Reebok brands shrank to 7.1%. It was surpassed by young brand Andrea, who started off with fitness apparel, and the 45% gap between Nike and local industry leader Nike also increased.

After King took office, Adidas decided to allow North American headquarters in Portland, Oregon, to have more flexible decision-making power. All brand promotion, product design and sales decisions in the US area will come from here.

Since then, Adidas has begun to streamline its brand name, focusing on the core products such as running and basketball, and the Adidas classic (Original, which is a familiar consumer's Clover) brand.

On the terms of Mark King, Adidas gave up the high price NBA Jersey cooperation contract, and instead used more market budgets to sign superstar players such as James Harden (James Harden).

The German sports brand and the Kanye West, the Yeezy Boost launched by the American rapper Kanye West, have always been a fashion fad since they were released, and some of them were quickly sold out.

At the same time, Adidas also tried to dig up the backbone design team of Nike, which naturally made the old opponent feel very uncomfortable. Finally, Nike and three designers of job hopping went to court.

In addition to Adidas's series of effective coping strategies, this overshoot is also partly attributable to the growth of Andrew's growth.

Andemar's sales increased by 22% in the two quarter of this year, although it maintained a record of over 20% growth in 26 consecutive quarters, the figure was the slowest in the past six years.

Andemar, who has recorded sales growth of 27%, 32% and 28% over the past three years, told investors that sales growth in the next two years is expected to slow to 21% to 25%.

The news led to a 13% plunge in Tuesday's stock price, indicating investor anxiety.

At home in North America, Nike is still the top player in the sports industry.

In the three months before August 31st this year, Nike recorded a $4 billion 31 million revenue in North America (about 27 billion 284 million yuan), an increase of 6% over the previous year, slightly below analysts' expectations.

Ambitious Adidas has raised its annual performance forecast for the four time this year.

The company now expects annual sales growth adjusted by exchange factors to reach 16%-19%, higher than expected 15% at the beginning of last month.