or February's NBA All-Star Weekend in Los Angeles, Adidas rented space at 747 Warehouse St. Over the course of two days, tens of thousands of people wandered through the venue — which had a full-sized basketball court, a pop-up Nike Roshe Run Womens
design studio, food stations Nike Air Max 2017 Femme
and a "sneaker pickup" point. Sponsored stars also stopped by, including the Houston Rockets' James Harden and Kanye West, who gave an Nike Air Max 90 Mujer Negras
impromptu concert."Fifteen or 20 hip-hop bands and athletes and basketball. … It was a celebration," said Mark King, president of Adidas North America. The company also released a dozen new shoe models — from all-white high-tops to orange runners.Adidas has cause to celebrate. Since King took over in 2014, the company has more than doubled its North American market share, and its stock has nearly quadrupled globally. Even a pay-to-play college basketball scandal, which could send one of the company's former executives to prison, has done little to slow Nike Air Pegasus 89 Femme
Adidas' momentum.Nike Air Max 2017 Womens
On March 14, Adidas released its 2017 annual report showing that North American revenue grew 27 Nike Air Max 95 Homme
percent. That's compared with 3 percent Nike Air Huarache Mujer
growth for Nike in 2017 and Adidas' 2013 increase of just 2 percent. Industry experts said the company's sudden growth spurt is a story of Nike Air Zoom Spiridon Mujer
technology, celebrity and a healthy dose of luck.
Starting in the 1920s, brothers Adolf and Rudolf Dassler made shoes together in the small German town of Herzogenaurach. In 1948, they had a falling out — with Rudolf starting what would become Puma and Adolf founding Adidas.In 1954, the German national team won the World Cup wearing Adidas cleats — complete with screw-in studs and a lightweight build — and the brand took off. The European company also saw some success in the American market. By 1984, Adidas was the front-runner to sign a Nike Air Max 270 Womens
highly touted NBA draft Nike Air Presto Mujer
pick named Michael Jordan.Instead, Nike swooped in and made a now-famous deal that propelled it to Nike Air Max Tavas Mujer
the top of what has since been dubbed Nike Air Max 2017 Womens
the "sneaker wars." Adidas has been stuck in second (or worse) for decades.Part of Adidas' problem, industry analysts said, is that it was Nike Air VaporMax Mujer
designing for a European audience, not an American one. "Sometimes the shoes that worked in Europe worked here," said Matt Powell of NPD Group, a market research company. "And sometimes they didn't."
By the 2010s, as its market share dwindled and stock prices stalled, Adidas decided it was time for a change. Beginning in 2014, the company looked west.Aside from bringing in King as the North American president, its gamble involved moving Nike Roshe Run Mujer
some 200 top employees from Germany to the United States — including lead designer Paul Gaudio — and investing millions in the Adidas NMD Femme
American market. The company also launched a shoe design hub in Brooklyn and a robotic "speedfactory" in Atlanta and has plans to expand its North American headquarters in Portland, Ore."They're still in growth mode," said Yu-Ming Wu, publisher of Sneaker News, a website that covers Adidas ZX 850 Womens
the shoe industry. "Last I heard, they had employees sitting in hallways."The expansion has taken many by surprise. When Adidas overtook Jordan Brand, a subsidiary of Nike, for second in sports footwear sales in the fall, Powell tweeted, "This is an achievement I never thought I would see in my lifetime."