Can adidas Reclaim Their Glory Days in the USA Without Yeezy?

The German sportswear brand, adidas, recently reported a 12% growth & €23.68 billion sales for 2024 following the brand’s bid to become the biggest sportswear brand.

If you’re into your footwear then you’re probably aware of this whole 3 stripes revival the trainer world has been experiencing over the last year or so. Classic gum soled silhouettes from the Herzogenaurach archives have found a new found home on a younger demographic with classic styles like the Spezial & the Gazelle leading the way. As Nike’s dominance has dipped (slightly) in recent years, adidas have “stepped” in to take the top spot. Following the fallout from the whole Yeezy thing, adidas have recouped & strengthened their position to become one of the most talked about trainer brands of the last 12 months. Their latest financials also reflect this. For 2024 adidas reported a 12% growth & €23.68 billion sales. The question now is can the brand reclaim their best yesteryears in the USA, a swoosh stronghold, to relive the glory days of B-boys, Nu-metal bands & trefoil tracksuits without the US appeal of the Yeezy brand?

Regionally for the year “die marke mit den 3 streifen” saw an 18.9% increase in sales across Europe, a 10.3% increase in sales across China & a 1o.1% increase in sales across Japan. North America sales were down by 1.6% for the full year with the German sportswear brand blaming the dip on revenue on the fact they had now shifted all their remaining Yeezy stock after cutting ties with the controversial rapper Kanye West back in 2022. Overall footwear sales rose by 17% & apparel by 6%. Operating profits for the year rose to €1.34 billion with was made up of around €200 million in Yeezy sales. For 2025 adidas expects its operating to grow between €1.7 billion & €1.8 billion.

adidas might not (currently) have the market share in the USA when compared to its swoosh rival but it’s connections to music & subculture gives it a completely different appeal. Something like the equivalent of Carhartt to the sportswear world, adidas was originally worn by wise guys, B-Boys, Missy Elliot, Snoop Dog & Fred Durst. The thing is adidas does’t necessarily need the big endorsement deals with the top NFL teams. That’s not to say it doesn’t have a NFL connection, far from it, adidas have previously sponsored the likes of the Eagles, the Buccaneers & the Steelers, there’s just a general consensus that European sportswear brands aren’t as big in the states. If adidas want’s to really dominate in the USA it’s probably going to need another Yeezy. The problem is do they want to “get into bed” with another artist that’s now a self proclaimed Nazi? Probably not!

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