German sportswear retail, Adidas AG tops Jordan and becomes the second best selling shoe brand in the U.S., according to athletic footwear data compiled by the NPD Group.
Adidas now own 13 percent of of the athletic footwear market in the U.S. Nike still holds the number one spot in the shoe market, which Jordan is under.
The sudden surge in sales for Adidas came unexpectedly to many consumers and analysts, as many predicted that Adidas topping Jordan, or even rolling ahead of other competitors in general, would not happen for another few years.
Mike Powell, NPD's sports industry analyst, said, "This is an achievement I never thought I would see in my lifetime."
According to the NPD Group, Adidas sales in athletic footwear has grown to 13 percent, marking higher than the previous 1.7 percent reported in June. Total U.S. athletic footwear sales were $1.86 billion in August, up slightly from $1.85 billion last year, according to Nasdaq.
Adidas has rebounded from previous years of struggling sales, and now has came on top. The company was struggling against other large athletic wear retailers like Nike or Under Armor.
Adidas’ success is attributable to endorsements by celebrities such as Kayne, its popularity of the Adidas Superstars, and the Ultra Boosts, according to a twitter poll by Darren Rovell.
According to Powell, in 2016, Nike did not have the top selling brand shoe, instead Adidas held the title with its Adidas Superstar.
“Nike let the Jordan business get overheated, which slowed down the liquidations,” Powell told Benzinga, “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.”