adidas is surging, and the numbers support the brand's apparent forward momentum: market-research firm NPD Group says the Three Stripes now owns 13% of the sneaker market in the United States, more than double the figure from a year ago, and good enough to propel adidas over Jordan Brand to reach No. 2 in U.S. sneaker sales. (Nike still reigns supreme, though its 44% market share is significantly down from the 60% it commanded in 2014.)
adidas' rebound is remarkable enough that Matt Powell of NPD Group took to Twitter to observe, "This is an achievement I never thought I would see in my lifetime." Powell believes part of the brand's success can be explained by the popularity of classic models like the adidas Superstar (surprisingly, the best-selling sneaker of 2016) as well as the resurgent Stan Smith. It would probably be folly, however, to discount the buzz generated by Kanye West's Yeezy line. At the same time, Jordan Brand seems to be experiencing retro fatigue, as the Jumpman continues to flood the market with multiple Air Jordan reissues every month.