Adidas Is Rapidly Eating The Market Of Nike.

The new president, Kasper Rorsted, is different from his predecessor.

According to the new

Data, he inherited the current inherited Adidas compared to 2 years ago in the United States to lose a lot of health.

Herbert Hainer, the former president, entered Adidas's sales department in 1987 and became president in 2001 for a term of 15 years.

In contrast, Rorsted is a layman.

Fortunately, Rorsted is managing German cosmetology.

During the eight years of Henkel, a group of worshippers were gathered. After the announcement of Rorsted succession in January, Adidas shares rose to two digits.

Adidas shares rose 78% this year, while Nike shares fell 17%.

market share

After Rorsted took over, Adidas changed and its prospects in the United States became clear.

This year Adidas grabbed second of American sports shoes from Skechers.

According to NPD group, the average monthly market share of Adidas in the United States last year was 1-9, and Nike was 41% in the last 4.3% months.

Adidas rose to 7.1% this year and Nike dropped to 38%.

Although Nike still has obvious advantages, Adidas is rapidly eating the market of Nike.

Reasons behind

Adidas is smart enough to integrate old products and new products.

The 2 of the 5 best selling products of the company in this year's return to school season is classic, but it has only been modified in shape.

NPD group analyst Matt Powell pointed out that in the past two years, Adidas did not provide products that American consumers wanted - Antique shoes and leisure running shoes, especially in footwear.

Adidas started a major restructuring two years ago, sending 200 employees from the German headquarters to the United States.

Including the chief designer, in order to break the two independent operation of the situation.

Adidas global brand officer Eric Liedtke believes that reorganizing the Germans with a better understanding of the US market is also the reason for the company's revival.