Adidas Targets U.S. market Share of 15-20%
Adidas wants to increase its U.S. market share to around 15-20% from levels that are now “significantly lower. Market researchers estimate Adidas’ share of the U.S. market at about 10%, implying a goal to at least double it. Adidas has been taking market share in North America and China from its main competitor Nike and hopes the launch of new team kits before this year’s soccer World Cup will revive its relatively weak sales in Europe.
Adidas expects to keep its Reebok brand, which has undergone a restructuring and is expected to return to growth in the United States this year.