Rovell reported that for the first eight months of this year, Adidas "had 11.3 percent of the USA market share by dollars", compared to a 6.6 share over a similar period in 2016. That honor went to Adidas's retro-styled Superstar line, but consumers may be running out of the nostalgic affection that has long fueled Jordan Brand.
The Jordan brand has declined as it continues to lose its appeal of exclusivity, an allure that it retained for decades.
By comparison, Nike's share decreased from 39 percent in the first eight months of 2016 to 37 percent this year.
This is great news for the Adidas sneaker division, which was overtaken by Under Amour for the second position on this same list at the beginning of 2015.
Two years ago, adidas's new CEO, Danish-born Kasper Rorsted, set out to conquer the North American market. "They are making products that the kids want to buy".
As Powell also reports, Adidas' sales more than doubled at shoe chains which is why the brand is paying much more attention to those types of stores. Not to mention the National Basketball Association players they already had under contract in Derrick Rose and Damian Lillard.
That's "causing panic internally" at Nike, Canaccord Genuity analysts wrote in a note to investors, citing industry contacts.
The rise of a brand has to come at the expense of its competitors.
The analyst believes Nike's fiscal year 2018 outlook depends on significant re-acceleration of e-commerce sales, although that could prove hard, as the brand's e-commerce channel has become a "dumping ground" for discounting and clearance of footwear and apparel for retailers and brands. Although Adidas poses no threat whatsoever yet to, Nike is bound to take notice of their falling stock.
"Nike's US sales started declining around back-to-school in 2015, and it has been negative ever since", Powell told ESPN. "You have to believe at some point they're going to wake up".
Many of the NBA's most notable players are signed as spokesmen for the three companies, including James Harden and Damian Lillard for Adidas, LeBron James, Kyrie Irving and Giannis Antetokounmpo for Nike, and Russell Westbrook, Kawhi Leonard and Jimmy Butler for Jordan.