RETURN OF THE THREE STRIPES: INSIDE THE ADIDAS COMEBACK
“2024 was a year that confirmed the strength of the brand and the potential of the company,” said Bjørn Gulden, CEO of Adidas, during the unveiling of their strong FY24 results.
And boy did the numbers back up his statement! The Three Stripes posted an impressive +11% year-on-year growth at a global level, proving that its resurgence wasn’t just a trend, but a strategic comeback. It’s no secret that the last few years have been somewhat turbulent for the brand, but it now feels as though adidas has not only regained its footing, but is re-establishing itself as a dominant force in both performance and lifestyle sneakers.
Weathering The Storm
Cast your mind back to 25 Oct 2022, when adidas dropped a press statement that sent shockwaves through the sneaker world. It opened with a firm and unequivocal stance:
"adidas does not tolerate antisemitism and any other sort of hate speech."
With those words, the brand made it clear—there was zero room for compromise. The statement went on to confirm the immediate termination of its partnership with Ye, citing his hateful remarks and unacceptable conduct. It was a defining moment, not just for adidas, but for the entire sneaker industry and community.
adidas x YEEZY Announcement (June 2016)
Since its launch in 2014, YEEZY had been more than just a product line—it was a culture shift. The debut of the YEEZY Boost 750 marked the beginning of a new era, but it was the 350 and 350V2 that solidified its place in history. Despite his flaws, Ye seamlessly blended high fashion with performance tech, ultimatley reshaping sneaker culture and transforming adidas into a powerhouse. The demand was unprecedented, with drops selling out in mere seconds and resale prices skyrocketing.
But Ye’s influence didn’t stop at YEEZY. His co-sign had a ripple effect, shifting demand for other adidas silhouettes. The Ultra Boost, once just a performance runner, became a streetwear must-have after he was seen wearing pairs. Then came the NMD—a sneaker so hyped that certain colourways were flipping for well over £1,000 on the resale market. For a moment, adidas wasn’t just competing with Nike—it was leading the culture.
Then, in 2022, everything changed. adidas found itself sitting on an estimated $1.3 billion worth of unsold YEEZY stock, while simultaneously losing a key driver of its cultural momentum. Meanwhile, the COVID years had seen competitors thrive. Nike was dominating the general market through peak-Panda Dunk hype, New Balance was continuing it’s growth, and challenger brands were beginning to make strategic moves to gain market share. adidas, on the other hand, seemed to be soul searching for its next big moment.
Product releases felt inconsistent, the energy wasn’t quite there, and for us sneakerheads, the brand just was not hitting the same way it had in the mid-late 2010’s. But if there’s one thing the Three Stripes has always excelled at, it’s adaptation. Instead of dwelling on the losses, adidas recalibrated—hiring a new CEO, reworking its strategy, refining its product lineup, and making bold moves to reclaim its spot at the top.
GREEN SHOOTS: THE FOUNDATION FOR A COMEBACK
Whilst the loss of YEEZY left a void, adi wasted no time in laying the groundwork for its resurgence. Rather than chasing a singular blockbuster moment, adidas shifted focus to what had always set it apart—timeless design, cultural authenticity, and strategic collaborations. The brand had a deep well of history to draw from, and it wasn’t about replacing what had been lost but about evolving the narrative and reconnecting with its core ethos.
One of the first signs of adidas’ revival was the resurgence of its terrace models. Once considered a staple of football fans (hence the terrace reference), silhouettes like the Samba, Gazelle, and Spezial found themselves at the centre of a global fashion movement. No longer confined to the stadiums or football fan subcultures, these classics were now being embraced by a new generation, championed by the likes of Bella Hadid, ASAP Rocky, and Harry Styles. These models had a sense of authenticity that felt grounded in real culture, not manufactured hype, and people responded to that.
But it wasn’t just the archival models that were gaining momentum. adidas began to reframe the way it approached its collaborations. Rather than relying on huge one-hit wonders, it sought out partnerships that not only made sense but that also spoke to a wider cultural narrative. Wales Bonner’s reinterpretation of the Samba brought an elevated, luxurious take to an otherwise sporty silhouette, pushing the boundaries and forcing itself to a deserved seat at the fashion table. The designs were minimalist yet premium, with subtle but striking details that felt…timeless. Then there was Gucci’s foray into adidas’ archives with elevated takes on the Gazelle that catapulted the model to high-fashion status, blending heritage with contemporary flair. The likes of Bad Bunny also injected excitement and energy into the brand’s retro models, such as the Campus and Response CL, infusing them with his unique personality and flair. These collaborations weren’t just about the product—they were cultural touchstones, bridging worlds, and tapping into authentic storytelling that resonated with both old and new fans alike.
Jonah Hill’s also added a new dimension to adidas’ comeback story. Known for his laid-back style, Hill brought some credibility to the brand that connected deeply with a younger, fashion-forward audience. His collaboration with adidas on the Skateboarding line, which included fresh takes on classic models like the Superstar, perfectly aligned with the brand’s emphasis on authenticity and Hill’s own Mid-90’s moment in time. Hill’s design sensibility captured the spirit of street culture while remaining approachable—something that resonated across different communities, from skaters to sneakerheads to fashion lovers. His touch added to the brand’s growing credibility as it reasserted itself as an influential player in multiple cultural spaces.
Jonah Hill & Kerwin Frost (February 2020)
Additionally, Kerwin Frost’s collaboration with adidas injected a playful, irreverent energy into the mix. Frost, known for his eclectic style and larger-than-life personality, introduced a vibrant and bold aesthetic to the brand’s collaborative lineup. His unique approach to design blurred the lines between fashion, art, and street culture, and he brought an infectious sense of fun to everything he touched. With unconventional designs that featured bold colours and humorous details, Kerwin Frost’s pieces were unapologetically different. His partnership with adidas wasn’t just about sneakers—it was about creating a cultural moment that felt lighthearted, yet resonated deeply with a community that appreciated individuality and creativity.
Simultaneously, adidas doubled down on its deep-rooted connection to football culture. The Copa, F50, and the return of the OG Predator became much more than just performance-driven models—they tapped directly into the nostalgia of my generation, who had owned the OG versions, while also attracting a new wave of fans, particularly through partnerships with rising stars like Bellingham. These iconic boots, which had long been associated with some of football’s greatest moments, were revitalised and embraced as symbols of both heritage and modern style.
The casual, effortless vibe of these models, combined with a healthy dose of nostalgia, helped adidas craft a narrative that spoke to a new generation—one that seemed to understand the significance of these boots as both cultural and footballing icons. But it didn’t stop there. adidas also recognised the cultural power of football strips, and it wasn’t long before the brand was back at the forefront of this space. By delivering some of the cleanest and most stylish designs seen in recent years, adidas firmly established itself as a leader in football fashion. Teams like Arsenal, Real Madrid, and Juventus flaunted their fresh new kits, which turned heads both on the pitch and in everyday streetwear circles. These kits weren’t just for the game—they became part of the broader fashion conversation, woven into the fabric of what was considered “on-trend.”
Behind all of this, what was truly remarkable was how adidas managed to bridge the gap between heritage and innovation in what really has been such a short space of time. There was a natural progression in the way the brand reconnected with communities—whether it was through the reintroduction of its most beloved models or by pushing boundaries with cultural collaborations. Slowly but surely, the narrative around adidas was shifting. It wasn’t about the past mistakes or what had been lost. The conversation had evolved—now, it was all about what adidas was building. From streetwear to football to luxury, the brand is carving out a new legacy before our eyes, and the world is not only watching, but taking notice.
RACE WINNING MENTALITY: INNOVATION AND RECORDS
‘addas’ Business Card, Head Office Visit (October 2024)
Before it became the global powerhouse we know today, adidas started as "addas", a brand born from humble beginnings. Officially founded in 1949 by Adi Dassler, the company’s origins trace back to the small German town of Herzogenaurach, where the vision for performance-driven footwear first took shape. What started as a modest operation quickly became a symbol of precision, passion, and innovation—values that continue to drive the brand today.
As the brand evolved, so too did its focus on performance. From its early days crafting durable, high-performance sports shoes, adidas has consistently set the standard in the running world. The brand's commitment to creating cutting-edge products has seen it shatter records and help athletes achieve greatness at every level.
Innovation has always been key to adidas’s success, and nowhere is that more evident than in its running category. Early technological milestones, such as the introduction of the Samba, set the stage for groundbreaking products to come. But it was in the 1980s when adidas truly began to make its mark in the performance running category with the launch of adidas’s ZX range, bringing pioneering features such as lightweight materials and superior cushioning.
Fast forward to the modern era, and the adidas Adizero line became synonymous with speed and endurance. The Adizero Adios 2 helped set the world marathon record in 2011, with Dennis Kipruto Kimetto clocking in at 2:02:57—breaking the record for the fastest marathon ever run at the time. The Adizero line continues to evolve, with innovations like the adidas 4D midsole and the Primeknit upper, delivering not just a shoe, but a record-breaking experience for elite athletes that make the mortals among us feel PB belief on our own runs.
It’s not just the shoes; adidas has invested heavily in the science of running, working with world-class athletes and biomechanists to create products that maximise both performance and comfort. From cushioning technology that absorbs shock, to lightweight constructions that keep runners agile, every element of the shoe is engineered for speed and efficiency.
What has truly set adidas apart in recent years is its balance of performance and sustainability. With the introduction of the adidas Primeblue range, featuring shoes made from recycled ocean plastics, the brand is leading the way in marrying eco-conscious design with world-class performance. This philosophy has allowed adidas to remain at the forefront of running innovation while supporting sustainability efforts that resonate with athletes and consumers alike.
adidas’ journey from addas to global dominance is a testament to its unwavering commitment to pushing boundaries in both product design and athlete performance. Whether on the track or the marathon course, adidas has always embodied a race-winning mentality, where every step is taken in pursuit of greatness.
2024: THE comeback year
In 2024, adidas reaffirmed its streetwear dominance with a series of strategic moves that not only tapped into cultural moments but also reinforced the brand’s credibility in the fashion world. Through high-profile collaborations, the revival of iconic models, and collaborations that spoke directly to the streetwear scene, adidas solidified its place as a force to be reckoned with, supporting in it’s recent earnings call results.
CLOT x adidas: A Fusion of East and West: One of the standout partnerships of 2024 was the collaboration between CLOT and adidas. The collection brought a unique fusion of Eastern and Western design elements, melding CLOT’s signature vibrant and cultural aesthetics with the classic appeal of adidas Originals. The drop featured bold, high-quality sneakers that played with premium materials, cultural motifs, and fresh colourways. The CLOT x adidas pieces were designed to appeal to both streetwear fans and global trendsetters, further cementing the partnership as one of the most influential in 2024’s calendar.
JJJJound x adidas: Elevated Minimalism: In 2024, JJJJound, the Montreal-based design studio known for its minimalist and functional style, joined forces with adidas to create a collection that was nothing short of elevated. The collaboration centered around classic adidas silhouettes, reimagined with a refined, understated aesthetic. The result was a range that captured JJJJound’s signature clean lines and earthy tones, offering adidas fans a sophisticated yet simple take on the brand’s iconic designs. These drops were highly anticipated and quickly became a favourite among those who appreciate a more subtle, elevated approach to streetwear. The understated style perfectly balanced performance-driven footwear with high-fashion sensibilities, making it a highlight of 2024.
Wales Bonner: More of the Luxury-Led Resurgence: Wales Bonner’s collaboration with adidas continued to evolve in 2024, cementing itself as one of the standout luxury-crossover partnerships in the brand's portfolio. The British designer, known for blending heritage and modern aesthetics, deepened her relationship with adidas Originals, bringing a more refined, high-end approach to the adidas archive. The 2024 pieces celebrated iconic models, but with a sophisticated twist—premium materials, meticulous stitching, and a focus on artisanal craftsmanship. Wales Bonner’s 2024 designs continued to speak to an elevated sense of street culture that was both inclusive and exclusive, positioning adidas as a true player in luxury streetwear.
Korn x adidas: Pedal to the Metal: In a move that surprised many, adidas joined forces with the legendary Korn, for a collaboration that fused nu metal with streetwear culture. This was one of the most unexpected but impactful releases of 2024, tapping into adidas’ music roots while introducing a whole new audience to the brand. The Korn x adidas collection blended grunge-inspired aesthetics with the brand's signature performance-driven designs, offering up sneakers that looked as good at a concert as they did on the streets. The collab was a true celebration of the band’s cultural influence, with adidas leveraging the partnership to dive deep into the world of rock culture and appeal to an alternative demographic.
AE1: adidas’ MVP: Technically launched in 2023, I’m counting this one because the adidas AE1 made its actual waves in 2024, marking a significant step forward for the brand in terms of innovation and performance. A shoe that feels like it could belong in the future, the AE1 combined cutting-edge tech with a streetwear-ready design. Its sleek silhouette and futuristic design made the AE1 one of the most exciting releases of the year, showing that adidas is pushing the envelope on innovation while remaining firmly in the conversation as a key performance brand.
SL-72 and Spezial: A Revival That Strikes a Chord with the Youth
The SL-72 and Spezial made a major resurgence, becoming the footwear of choice for the young and fashion-conscious. With its clean, retro-inspired silhouette, the Spezial provided the perfect balance of casual and stylish, as well as being something slightly different to the Samba and Gazelle, making it a staple amongst the general consumer. The SL-72, a model originally designed for track and field, enjoyed a similar renaissance in 2024, with its iconic look reinterpreted through fresh colourways and premium materials. Together, these models encapsulated the 1970s nostalgia wave while offering a modern, functional approach to streetwear that resonated strongly with today’s youth culture.
SO…WHAT’S NEXT?
As 2024 draws to a close, adidas has demonstrated a remarkable ability to adapt, innovate, and capture the cultural zeitgeist. From pioneering collaborations and tapping into the nostalgia of terrace culture to driving forward the limits of performance, the brand is seriously solidifying its place at the intersection of sports, fashion, and lifestyle. What’s clear is that adidas isn’t just recovering—it’s emerging stronger, with an eye firmly on the future, making moves that will shape the next chapter in sneaker and sportswear culture.
With the momentum they built last year, the question now is: What’s next? The industry is watching, eager to see how adidas will continue to evolve and adapt to the fast-changing landscape of culture, trends, technology, and performance. 2024 may have been their successful post-YEEZY debut album, but 2025 is their all-important sophomore album—one that will define whether this resurgence has real staying power. One thing is certain: adidas’ should be considered 76 years young and trust me when I tell you that their story is far from over.
To gain insight into what’s on the horizon for adidas, we reached out to a number of tastemakers from the sneaker industry to get their perspectives, opinions and predictions. We asked them: How do you think adidas can build upon their 2024 success and drive forward its position in the sneaker landscape? Here’s what they had to say…
Matt Welty, Associate Editor @ COMPLEX (@matthewjwelty)
“I think adidas needs to do what it does best: Sports innovation. That's what the brand was based on. Adi Dassler was called the world's equipment manager. And that's where the brand functions best. It's not doing this niche fashion collabs that no one cares about. Or making these fake running shoes that look like super shoes. But are the furthest thing from super. It's making sport shoes. And digging into its massive archive and pulling out sports shoes from the past. German engineering baby. Lean on it.“
Elliot Page, CONTENT CREATOR (@elliotpagesneakers)
“A lot of adidas' success in 2024 seemed to come from their low-profile styles like the Samba, Gazelle, and SL-72. Naturally, this trend will pass (I feel it’s already fading), and they will need to keep innovating for what comes next. They have a great opportunity with Nike being seen as a fallen giant—if they can take advantage of this, they will succeed. New collaborators or exciting models with existing collaborators will be key. Nike has already signed some big contracts with Skims, Lego, and others.
adidas has Bad Bunny, but I fear there hasn’t been enough hype or marketing around the partnership since their first releases. Fear of God didn’t perform as well as expected, and I think it will struggle to gain favor with consumers unless significant changes are made. Pharrell Williams seems to have a hit model coming up with the 'Jellyfish,' set to release later this fall.
Overall, I’m pretty optimistic about adidas in 2025. They’re an exciting brand right now with a strong sneaker catalog, but to maintain this momentum, they will need to keep their foot on the gas.“
Franklin Boateng, CONTENT CREATOR (@kingoftrainers)
“I think adidas went back to their roots and just focused on making good quality good colour trainers. Their retro’s are flying and they are picking their collaborators very well and I personally know they have some big big collaborations in the pipeline”
Josh Dominic, CONTENT CREATOR (@jdkicks6)
“adidas has done a great job once again establishing itself as a leader and taking away market share from Nike in the last few years. They have also done a great job recovering financially from the loss of the Yeezy brand. Additionally, the success of their performance basketball shoes—such as the AE1 and the new Hardens—is really redefining what a basketball sneaker should look like. To continue its success, adidas can focus on developing popular new lifestyle models. Currently, the company still relies heavily on the performance of its classic low-profile models, which are trendy right now, but trends eventually change“
Adam Cheung, WRITER @ BRITISH GQ (@adamhycheung)
“adidas has truly mastered the art of reviving sneakers from the archives. The Samba OG was a massive hit, and the Gazelle followed suit. More recently, they’ve also been reintroducing lesser-known silhouettes like the Dublin and the Tobacco. However, the retro trainer market is starting to feel a bit oversaturated, and I believe it’s time for adidas to shift its focus from the past to the future in 2025.
Back in 2013, the German sportswear company changed the game with the introduction of Boost. Made from hundreds of tiny foam pebbles, this groundbreaking cushioning technology revolutionised the industry. Sneakers like the NMD and Ultraboost became cultural icons, with absolutely everyone wanting a pair.
Instead of relying on predictable re-releases, adidas should focus on creating something entirely new – something that pushes boundaries in a way no other brand has. With 3D printing gaining traction in the sneaker industry, perhaps it’s time to revive Futurecraft and give it another shot. When it was first announced, sneakerheads were beyond hyped, and I have no doubt that they'll be able to recapture that same momentum.“
CONOR SMITH, HEAD OF MARKETING @ FOOTASYLUM (@conorasmith)
“2025, the year of trend transition? It’s clear that adidas has had a great time of it over the last few years—you can’t walk down the street without seeing a terrace-style shoe. But trends don’t last forever, right? 2025 will see the beginning of a shift in trend; where this goes, no one knows (or at least not me).
adidas is doing all of the right things: community-led projects—Drama x Superstar, picking the brand collaborations—CP, engaging with Gen Z—sponsoring the SDMN charity match, and attempting to take sport-fashion catalyst Merseyside by taking Liverpool’s kit.
Where 2025 and beyond will move is a question for debate, but Adidas is laying the groundwork for generation gains in market share.“