Adidas is attempting to regain some of their market share that they lost to both Nike and Under Armour. Last year they finished in third place in the US market behind both Nike and Under Armour. Nike has had great success in signing athletes to help promote their athletic apparel. Under Armour has also been extremely lucky this year. Steph Curry and Jordan Spieth, two of the most popular athletes in their sports, are endorsed by Under Armour. Adidas has not had much luck on their side, but that may change. Recently, Adidas has increased spending on marketing by signing new celebrity partnerships with popular athletes. Last year, they signed Damian Lillard. Recently they signed James Harden, who will attract many young athletes. They are currently trying to make a big push by agreeing to partnerships with the NHL and sponsorship deals with top NHL and NFL players. Adidas plans on spending 13 to 14% of sales on marketing, compared with 10 to 11% for most rivals.
Nike controls much more of the market than Adidas does, but Adidas is currently seeing improvement with their new products and marketing ideas. I find it hard to believe that anybody will ever overtake Nike, but Adidas can compete better than they have in the past few years. Their sales growth rose by 6%; which is the fastest pace since 2011. I personally never liked Adidas apparel until I went to school at Southern Utah University. I feel that they their products have improved. I like Adidas more than I used to, but still would prefer Nike products over Adidas.
Article that I read: Adidas is making a big push in the US