2 years ago, ADIDAS was just a small player in this sneaker industry but small trickle in the pond resulted in a shift of perception so big that the effects have turned the whole industry upside down.
In 2014, Kanye left NIKE to ADIDAS on the promise that ADIDAS allowed him to exercise his creative genius on his YEEZY line. NIKE, I guess, didn't allow him that freedom which resulted in him jumping ship.
That change in allegiance resulted in stores ordering ADIDAS sneakers just based on Kanye's brand power. NIKE then became irrelevant as Ultra Boost silhouette was now the most sought after pair of sneakers. Just for your information, the Ultra Boost silhouette was launched to little or no fan fare. Nobody cared about it until Kanye wore the Triple White 1.0 and BOOM, everyone started wanting a pair and that craze has continued even till now.
NIKE back then had the Roshe and Flyknit, a blend of aesthetics and performance which was highly popular. ADIDAS then took the idea and created the NMDs which gave sneakerheads what they really wanted. ADIDAS now had 2 premium shoe silhouettes which skyrocketed their brand value to the stars and back.
The only question here is that, can ADIDAS maintain this growth? JORDAN has been mainstay in the industry for far longer and we can safely say that its popularity will not diminish anytime soon. ADIDAS needs to continually innovate in order for it to stay relevant. Only time will tell.
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