adidas + KANYE WEST New Partnership Announcement

Source: Jonathan Leibson / Getty

Yeezy didn’t quite jump over the Jumpman like Kanye West said, but its parent company sure did.

According to ESPN’s Darren Rovell, the NPD Group announced adidas has passed Jordan brand for the second spot behind Nike on the list of the most popular sneakers in the United States.

Rovell says that adidas was able to grab 11.3 percent of the market from January 2017 through August 2017, a nice jump from last year’s 6.6 percent. On the flip side, Jordan barely increased from 9.4 percent in 2016 to 9.5 percent.

“I’ve never seen a brand in the sneaker industry grow this fast,” NPD’s Sports Industry Analyst Matt Powell said.

Nike is still the front-runner in sales but its share has decreased by two percent, from 39 to 37.

Though a huge feat, it’s worth mentioning that Jordan is a subsidiary of Nike, meaning that an entire brand has finally overtaken a subsidiary of another. While this is a huge accomplishment for adidas and an assessment of how the brand’s recent overhaul has worked, Nike and its properties still have quite the chokehold on the footwear market.