Adidas’ U.S sales have overtaken Under Armour, to regain the number 2 spot behind rival Nike! Adidas lost their position in 2014 and has been working on their comeback via their 3-pillar strategy which was introduced last year. The strategy focused on speed, key cities and open source. As part of their comeback Adidas increased its streetwear collection and ramped up its partnership with athletes as well as creatives. They have expanded their relationship with music and fashion icon Kanye West. The move to occupy more space in non-sports footwear is paying off for Adidas!