Adidas aims to increase its market share in the US, where Nike continues to lose ground. Investors expect the German brand to build on its success beyond its popular Samba and Gazelle sneaker lines by expanding its product range and marketing initiatives.

The decline in consumer demand in China has led many brands, including luxury companies, to focus on the US market as their primary growth driver for 2025. Adidas CEO Bjorn Gulden has successfully turned the company around following the termination of its partnership with rapper Ye and the discontinuation of the Yeezy line in October 2022. Since the announcement of his appointment, Adidas shares have surged by 160%.

According to GlobalData, Nike’s share of the global sportswear market dropped from 15.2% in 2023 to 14.1% in 2024. Meanwhile, Adidas increased its share from 8.2% to 8.9%. Other brands that gained market share include New Balance, On Running, and Hoka. Adidas’ North American sales fell by 7% in Q3 2024 compared to the previous year, but overall, the company’s revenue grew by 19% for the quarter and 12% for the year, while Nike reported a 9% decline in its latest financial period.

Adidas continues its aggressive push into the US market, launching new collaborations, including a joint collection with American label Sporty & Rich and a new Superstar 92 sneaker with Pharrell Williams. The company has also signed endorsement deals with WNBA player Satou Sabally and football player Travis Hunter. Analysts highlight that Adidas’ growth in the US is driven by strong demand for its Terrace line (Samba, Gazelle), which has seen high full-price sell-through, particularly during the holiday season.