Adidas’ iconic Samba and Gazelle sneakers reign supreme in the sportswear market, boosting sales by 14% in Europe and cementing their place as a leading brand.
In recent years, Adidas’ Samba and Gazelle sneakers have become the hottest shoes on the market. Despite their retro appearance, these iconic shoes have seen a surge in sales due to increased demand for running, basketball, and soccer shoes. This growth has helped Adidas achieve a net profit of approximately $182 million in the first three months of 2024, a significant improvement compared to the same period last year when the company reported a $26 million loss.
The history of Samba sneakers dates back to the 1950s when they were first worn by a German soccer team in need of durable shoes for icy and snowy playing conditions. Although the design has been updated over time, the iconic “3-zone profile” (stripes) remains a trademark symbol for Adidas. Gazelle sneakers, also featuring three stripes, were initially designed for indoor sports in the 1960s before becoming one of the most recognizable pairs of shoes.
Adidas experienced strong sales across Europe with an impressive increase of 14%. The company also experienced strong demand in China and Latin America but faced challenges in North America with a decline in revenue by 4% due to overstocked inventory at retailers. Despite these challenges, Adidas CEO Bjørn Gulden remains optimistic about the company’s progress and reiterates their commitment to investment in products, branding, sales, and marketing for continued growth.
Adidas is confident that they will continue their growth trajectory with major sporting events such as Euro 2024 and Copa America soccer tournaments on the horizon along with the Olympics. However, they face competition from Nike which recently secured the rights to be the official kit supplier for German national soccer teams ending a longstanding partnership with Adidas that spanned four World Cup wins for men’s team. Despite this rare annual loss last year, Adidas is determined to bounce back and maintain its position as one of the leading brands in sportswear industry.
