Nike is not used to playing catchup, but Adidas is beating it in technology, innovation and style.
Adidas brand sales in North America were up 25% in 2017, compared with 3% for Nike.
Adidas is still much smaller than Nike: Adidas brought in $5.3 billion in 2017 compared with Nike's $15.2 billion. But Adidas has a better sense for what consumers want to buy, which is making Nike sweat.
"Demand for technical, performance shoes began to subside, and consumers started caring more about fashion,"...