In a tweet today (here
), I pointed out a slide from a deck that reveals Adidas’ hope for competing with a reinvigorated Nike. Here is some good data:
Annual North American sales:
Nike: $14.7 billion
Adidas: $3.6 billion
Non-North American sales:
Nike: $15.7 billion
Adidas: $15.3 billion
Adidas’ 2020 North American goal is $5.3B, a 47% increase. On Twitter, NPD Group industry analyst Matt Powell
called the $5.3 billion sales goal a "layup."
"A year ago the momentum was primarily in Originals and today the momentum is across the board in performance product and Originals," King said. "The most exciting for us is the momentum in running and training apparel. Those are the two biggest categories, period."
"It's no longer just a couple of products. It's now the brand is hot. We feel confident we can sustain growth."
A few additional changes that should provide clarity for Adidas’ most recent strategy? They will be losing the NBA this year, as Nike takes over the apparel contract. While this may seem like a blow to Adidas' mindshare, Jeremy Darlow
(U.S. Director of Marketing) has been masterful at aligning Adidas’ revenue and brand equity growth missions with a metaphorical insurgency against the institution.
It’s worked well on the NFL stage (against Nike) and the NBA will present a new opportunity to do the same (against Nike). As for Under Armour, their strategy is scattered at best and presents no immediate challenge to Adidas’ lofty North American revenue targets. But Nike as always a course correction away from regaining their North American momentum.