In 2014, Under Armour leapfrogged adidas as the #2 sportswear brand in North America. This was a sign that adidas was losing touch with the North American consumer while performance-heavy Under Armour was staying consistent with its product and appealing to the growing fitness boom. Then came Steph Curry, who had a massive influence on UA’s upward growth, and it seemed that adidas would be mired in the #3 spot until a drastic change was made.
Business Insider just reported that adidas has reclaimed that #2 spot behind Nike, and a lot of credit goes toward the booming sales of the Stan Smith. The year UA toppled adidas for that coveted #2 spot, the classic tennis shoe was the center of a major marketing push and has gained appeal on all fronts, from mainstream consumers, sneakerheads, and the fashion-forward.
Kanye West’s influence on pop-culture and streetwear is undeniable, and while his hands have proven to be alchemic to adidas product, it’s still pales in comparison to the sales volume of Stan Smiths. Kanye has yet to jump over Jumpman, but Stan just served an ace against Kevin Plank an UA – and the three stripes brand isn’t stopping anytime soon.
Above: Kanye West in adidas Stan Smith (photo via theybf)