Analysis:As Nike struggles, Adidas must surf Samba wave with caution

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Analysis:As Nike struggles, Adidas must surf Samba wave with caution - Channel News Asia

Quick Summary:

LONDON : Nike's ongoing struggles are giving Adidas a chance to keep taking market share from its larger U.S.rival, but the German brand will have to work harder to keep shoppers interested in its key Samba and Gazelle terrace sneakers.

"There's always this push and pull, the consumer wants more, retailers want more, but the brand has to step back and say we're going to dial this back to make sure we preserve it for a long time," said Matt Powell, sneaker industry expert and senior advisor at BCE Consulting.

Still, with Nike withdrawing its annual guidance and signalling a weak holiday trading season as a new CEO takes the helm, Adidas has a unique opportunity to grow, especially in the U.S.where Nike is especially dominant and Adidas was highly reliant on its Yeezy range.