It’s no question that Kanye West has been very influential on the growth of adidas in the United States, since his abrupt departure from Nike back in 2013.

Sales of his footwear in particular, have been heavily-sought after and his presence with the brand has clearly persuaded the public to deem it “cool” (especially those who are fashionably-inclined), to consider the German sportswear company much more, aside from their arch rivals.

Since a 20% decline in 2014 in North America, the brand has recorded an impressive first-quarter this year. Net sales rose 22% on a currency-neutral basis, which was even better in 2015 with a 7% growth. Footwear sales soared 54%, helped by increases for running and the smaller baseball and football categories.

Mark King, president of Adidas Group North America, tells Fortune, that running shoes grew by 30% and the Ultra Boost line was simply the best seller. Retail data from The NPD Group also revealed that the Three Stripes is gaining popularity faster in running, compared to Nike and Under Armour, although, Nike still commands nearly 60% of the market share, while adidas is at 5% and Under Armour just 3%.

Additionally, the rise of activewear for both sports and day-to-day activities has given other sportswear brands a boost, since the attire is currently trending, and should continue to grow as this forthcoming Summer 2016 Olympics serves as a global platform for more marketing opportunities.

Furthermore, with the aid of partnerships of other influential artists such as Pharrell Williams and others, as well as big notable athlete endorsement deals, it creates a halo effect for the consumers, which essentially explains the bias shown by customers towards certain products because of a favorable experience with other products made by the same company.

via: Fortune

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