While Nike's Vapormax has been dubbed as the brand's answer to Adidas' Boost technology, Google Trends imply that Boost is outperforming Vapormax, as the latter has yet to contribute meaningfully to overall sales, failing to crack the 250 styles.
According to Rovell, Adidas captured 11.3 percent of the market share from January 2017 through August 2017-a notable jump from its 6.6 percent in the same span previous year.
Powell added that Adidas sport footwear sales grew by more than half this August with shares growing to 13%.
NPD Group analyst Matt Powell calls Adidas' rise to No. 2 in us sneaker sales an achievement he never thought he'd see in his lifetime. NPD Group says Nike reports its brand numbers separately.
In the past few years, Adidas has grown steadily, thanks to its Adidas Originals label, via iconic silhouettes like the Superstar and Stan Smith, as well as the rise of the UltraBOOST line and the introduction of the NMD. Nike shares are up 5.3% for the year thus far while Adidas shares are up 31.1% for the period. Jordan Brand, however, grew marginally, from 9.4 percent to 9.5 percent year-to-date.
In 2016, for the first time in over a decade, Nike didn't have the U.S.'s top-selling sneaker product, according to Powell. Nike's usual go-to styles like the Roshe and Jordan are not performing strong enough to "back-fill revenue shortfalls" said Bank of America analyst Robert Ohmes.
"Nike let the Jordan business get overheated, which slowed down the liquidations", Powell told Benzinga, referring to a lack of scarcity for offerings with the "Jumpman" logo, which some think has decreased the brand's cachet. They've been making big moves, all in the right direction. "The sentiment on twitter is that Jordan is not cool anymore, which is overblown". "But there is no question that retro Jordans [are] not selling out immediately like they used to".