Adidas has passed the Jordan brand as the second-largest sports footwear brand in the U.S. market, based on the athletic footwear report from the NPD Group for the year to date until August. The estimate marks a remarkable rise in the Adidas brand's footwear market share to 11.3 percent, compared with 6.6 percent for the same period last year. The brand has reported buoyant demand in North America for the last two years, on the back of disproportionate investment to gain traction in the U.S. market, and favorable trends. The Adidas brand ranked ahead of Jordan with a market share of 9.5 percent, up slightly from 9.4 percent for the same period last year. Nike remained very comfortably ahead with a share of 37.0 percent but it was down from 39.0 percent for the same months in 2016. The Jordan brand is owned by the Nike group. The rise of the Adidas brand was announced by Matt Powell, sport industry analyst from the NPD Group, in a tweet stating that he had not expected this to happen in his lifetime.

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