Adidas Brand Growing More Popular Among Kids

Jordan Wells, Staff Writer
The Hoosier

Jordan Wells/

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IU picked a good time to stick with adidas.

In 2015, the school extended its contract with the company through 2024 for $53.6 million dollars, which was one of the largest deals in all of college sports.

"We are thrilled to continue our longstanding relationship with Adidas," IU athletics director Fred Glass said at the time. "Having one of the nation's largest equipment and apparel deals will have an enormous impact on IU, our teams, coaches, and student-athletes."

According to CNBC, adidas is now on the rise in popularity with teens - which could, of course, appeal to potential IU recruits in all sports.

Nike is still the dominant company, named as the favorite apparel brand by 23 percent of those surveyed, and also the preferred footwear brand at 46 percent.

However, the favorite apparel number was a drop from 29 percent, and the preferred footwear number was a drop from 51 percent.

Meanwhile, adidas' numbers are doing the opposite of Nike's - they're gaining market share.

Adidas moved up to 4 percent in the favorite apparel brand category, and 11 percent in the footwear category.

That's still a long way off from Nike's lion share of the market. But it shows adidas is making progress - not like Under Armour.

Under Armour actually got the most votes for the "old brand" category, receiving only a single vote among those surveyed for the favorite apparel category.

In short: Adidas still has a way to go to catch Nike, but they're gaining share - as competitor Under Armour continues to stay unpopular.


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