Nike and Adidas are two leading sports brand in the world, however Adidas is significantly losing in the U.S market. Nike controls most of the U.S market while Under Armour has been growing significantly. One of the main reasons Adidas is not the top dog in U.S is the false image of Adidas being too “European” for the American customers.

“I don’t think U.S. teenagers are thinking of Adidas when they want to buy basketball shoes.” said Cédric Rossi, an analyst in Paris. This statement is presumably correct because Adidas has been focusing on producing for soccer, a sport that is relatively new in the U.S. One of the main reasons Nike is so successful is its evenly focuses on different sports. Also, many people wear basketball shoes casually because they are aesthetically fashionable. In conclusion, Adidas should focus more on producing and developing products for other sports.

Adidas and soccer