adidas Has All the Hype, but It’s Not Translating To Sales Right Now
Why? Mostly because of Kanye West, the resurgence of the Stan Smith, Pharrell, and a few other collaborative projects. Coming into the later quarters of the year, adidas is introducing the next generation of Tubular DNA sneakers, which has caught the attention of many. All this attention has to lead to increased sales right? Wrong.
Reports by Investors.com indicates as the week of September 5th closed out, Nike saw an +6.8% increase in sales, Under Armour saw an astounding +46.6%, and adidas suffered -11.9% in sales from the previous year.
In layman’s terms, Nike is Nike, Under Armour is killing the game, and what the heck is going on with adidas? In defense of the three stripes, the number that matters is what they close the year out at. Holiday season is a strong quarter to make up ground and then some. However, no one can argue the fact that adidas just didn’t make enough pairs of Ultra Boosts in colorways people want. If the all white Ultra Boosts stocked at every adidas store as well as the Black/White colorway, those numbers for adidas could have been in the green. Perhaps they didn’t anticipate the success of what they called the “best running shoe ever.” If it’s really the best, over produce the hell out of it because it’s your latest performance sneaker and it made the rare crossover into street fashion.
Hopefully year end reports tell a different story for adidas because just being the cool kid on the block isn’t going to cut it. Stay tuned for updates here on TSG.