Old feels new as Adidas makes American comeback – Baltimore Sun

A few years ago, Adidas was fading away in America like a tired 1970s rock band, its once-iconic three stripes producing more nostalgia than sales.

But the German sports brand found a more contemporary beat by partnering with rapper Kanye West and other pop culture icons and aggressively engaging its target audience of 14-to-24-year-olds where they live — on social media.

Suddenly, kids began buying the shoes their parents wore, now infused with retro chic. They bought them in such quantities that Adidas snuck up behind Under Armour and recaptured the No. 2 position in combined U.S. apparel and footwear sales from the Baltimore-based brand, according to an NDP Group analyst.

“It’s such a thing,” said Keli Reyes, a University of Maryland sophomore who wore white Adidas Superstar sneakers and a black Adidas ball cap as she walked on a recent afternoon at the school, where the athletic teams exclusively wear Under Armour.

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