For the first time in its history, the sportswear house Bavarian surpassed arch-rival Nike for the sales in the USA. THE three stripes, today, are worth more than the swoosh. This is what emerges from the first quarterly 2017: net profits increased by 30% to 455 million euros, seeGlobal sales increased 19% to $5,67 billion in revenue euros, especially in the eCommerce channel.
The comparison with Nike in the first three months of the year is merciless. If in the States and in China Adidas has recorded a leap in sales of 31% and 30% in the quarter just ended, the American company achieved growth of 3% and 9% respectively. It's about the first slowdown after nine consecutive years of double-digit revenue growth.
After years of losing confrontation with its American rival, Adidas decided last year to go on the attack, preparing a aggressive and successful marketing and sales plan right in the United States, fiefdom of Nike, challenging it above all in its main market, that of running shoes and "iconic shoes".
Adidas has decided to focus on its strong points: Superstars, Nastase, Stan Smith and the LA Trainer. The new CEO Rorsted confirmed its full-year 2017 guidance, which speaks of a sales growth ranging between 11 and 13%, with an increase of net turnover of one fifth higher than the current level, equal to 1,25 billion euros.
The first "round" - in terms of economic performance - of the eternal challenge between the two sportswear giants was won by Adidas, which despite having always been considered a strong player in Europe and above all very "soccer-centric", had the strength to go to challenge Nike in the United States, focusing strongly on its best products.
