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Adidas defies the American curse haunting Nike and Under Armour

German sportswear brand Adidas has stated its earnings revenues were up 35 per cent in North America in 2017. In March, the company revealed it has made and sold more than one million pairs of shoes made from ocean plastic. These shoes use a yarn developed by Parley that turns the ocean plastic into a polymer that can used to construct knitted footwear.

Adidas US head Mark King stated currently Adidas has momentum after seeing success in the running category and others, citing breakout hits like the UltraBoost. The success is due to "investment in the right things" as Adidas has focused on its most important categories - vintage-inspired Originals, training apparel, running, basketball, and its "core" products - and has becomes more ingrained in US sports.

He further added running is still Adidas' biggest category and real momentum is in Training apparel, which he called Adidas' "biggest opportunity." Training is now the brand's number-two category. Year 2018 might see similar rapid growth numbers, and there could be a normalizing in the growth numbers Adidas posts next year. But this is all in the name of getting to a sustainable level of growth as Adidas pushes the envelope on market share warns King.

King estimates the brand now has about 10 per cent market share in the US, up from 3.5 per cent in few years.

 
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