Adidas Set to Accelerate Market Share Gains Over Nike in 2025

As we move through 2025, Adidas is poised to assert dominance in the global athletic apparel and footwear market, continuing its upward trajectory while Nike faces growing headwinds. According to data from GlobalData, Adidas is expected to grow its global apparel market share by 10 basis points, reaching 1.9% in 2025, whereas Nike is projected to decline to around 2.6%(SGB Online).

Key Drivers Behind Adidas’s Momentum

Strategic brand repositioning under CEO Bjørn Gulden: Since taking the helm in early 2023, Gulden has implemented a streamlined organizational structure and local-market-focused strategy—prioritizing regional agility—leading to strong double‑digit growth in North America and Greater China in Q4 2024(The Wall Street Journal).

Strong product mix: Iconic lines like Samba and Gazelle remain bestselling, while new innovations—such as thin-profile lifestyle running shoes—are boosting momentum beyond retro classics(Reuters).

Operational and cost discipline: Despite lowering its 2025 operating profit forecast to €1.7–1.8 billion (below analyst expectations of €2.1 billion), Adidas continues to demonstrate margin improvements via reduced discounting and optimized logistics—signaling robust financial health(Reuters).

Contrast with Nike

Nike is grappling with softening trends—slower innovation, overzealous digital pivots, and weakening style relevance—which have eroded its shelf presence and brand equity. Analysts forecast a 30‑basis‑point drop in market share, primarily due to strategic drift and missed trend responsiveness(SGB Online).

Implications for Industry Stakeholders

Retailers partnering with Adidas may secure shelf space and higher-margin products, as Adidas offers strong full-price sell‑through and reduced reliance on promotions.

Investors might view Adidas as a more compelling long-term play, combining profitability with forward-thinking brand direction and ESG alignment.

Consumers are gravitating toward Adidas for its blend of style, performance, and sustainability messaging, a contrast to Nike’s lagging cultural resonance.

🌍 What This Means into 2026 and Beyond

As sportswear continues its shift towards ethical consumption, localized product lines, and rapid trend adaptation, Adidas has positioned itself strongly. If Nike fails to regain relevancy quickly—through revitalized design, smarter wholesale partnerships, and stronger retail execution—Adidas could further widen the gap in global leadership.

Adidas’s performance in 2025 demonstrates the power of strategic clarity, operational discipline, and market-centric execution. With Nike on the backfoot, Adidas is reshaping expectations for leadership in the sportswear industry—and may well be the global brand to beat in the years ahead.