At that time, when Matt Powell, NPD’s vice president and sports-industry analyst, shared the firm’s latest numbers, Adidas owned 11% of the market , and Jordan brand just 8%.
The brand has bounced back on a surge of activewear-loving shoppers buying up retro sneakers and new sports-inspired shoes built for fashion as much as performance.
The core styles that have sustained it long thrived on scarcity, but in recent years it has been increasing the number of Jordans available, diminishing their exclusivity.
Sales have been dropping at chains such as Foot Locker, and Nike hasn’t issued many fresh Jordan products.
Morgan Stanley analysts recently wondered if Nike was struggling with a “previously unthinkable ‘brand problem’ with its Jordan brand.”
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