The Samba and Gazelle sneakers from Adidas are currently the most popular shoes on the market, despite their retro appearance. The sportswear company has reported a significant increase in sales of these shoes, along with 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 vast 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 that needed durable shoes for icy and snowy playing conditions. Although the design has been updated, the iconic “3-zone profile” (stripes) remains a trademark symbol for Adidas. Gazelle sneakers also feature three stripes and were initially designed for indoor sports in the 1960s before becoming one of the most recognizable pairs of shoes.
Adidas experienced strong demand for its products in Europe, China, and Latin America during this period. However, North America saw 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 is committed to investing in products, branding, sales, and marketing for continued growth.
Adidas has a positive outlook for 2024 with major sporting events like Euro 2024 and the Copa America soccer tournaments on the horizon. Additionally, the Olympics will provide another opportunity for Adidas to showcase its products to a global audience. The company faces competition from Nike which recently secured rights as an official kit supplier for German national soccer teams ending its long-standing partnership with Adidas that spanned four World Cup wins for men’s team but it is determined to bounce back and continue its growth trajectory
