German sportswear Adidas, which has been aggressively mounting a push for market share in the American market, has finally pulled ahead of #2 Under Armour, according to NPD analyst Matt Powell.
Under Armour had previously passed Adidas 2 years ago to become the #2 largest sportswear seller in America.
Losing market share was a wake-up call for the German giant, as it is further entrenched than its American competitor, has been around for a lot longer than UA's young 20 years of life, and has nearly quadruple its revenue worldwide.
PHOTOS: The evolution of Adidas sportswear:
Evolution of Adidas sportswear
Evolution of Adidas sportswear
1954. Photo: Hanns Hubmann (Photo by bpk/Hubmann/ullstein bild via Getty Images)
Germany, Berlin: teenager in a sport shop looking at a gym bag by adidas - 8th July 1966 (Photo by Bernd Thiele/ullstein bild via Getty Images)
September 25, 1973. (Photo by Brauner/ullstein bild via Getty Images)
7th September 1977: Football and rugger shirts and balls with trainers and sports shoes. Puma, Adidas, All Star are some of the brands. (Photo by Chaloner Woods/Getty Images)
Singer Rod Stewart wearing an Adidas hooded tracksuit top, 1983. (Photo by Dave Hogan/Getty Images)
17 Apr 1996: A portrait of former USC Trojan and All American wide receiver Keyshawn Johnson, the potential number one pick in the upcoming NFL Draft, taken during the press conference to announce his multi-year agreement with Adidas America, Inc , helda
Close-up detail of Adidas trainers and camouflage trousers, UK 1990s. (Photo by: PYMCA/UIG via Getty Images)
A Adidas shoe is seen in a department store in Franfurt, Germany, Thursday, Feb. 7, 2002. German sports goods maker Adidas-Salomon AG said Thursday that it has met its 2001 targets of achieving 15 percent growth in net profit and five percent growth to 6.1 billion euro (dlrs 5.29 million) in sales - the highest level in the group's history. (AP Photo/Frank Rumpenhorst)
Umberto Pieraccioni, left, president of Adidas Italy, and Adriano Gallini, right, CEO of AC Milan, pull down a curtain at Macy's departmant store in New York, Friday July 30, 2004, to unveil the new jersey design for AC Milan. Manchester United and AC Milan are scheduled to play at Giants Stadium, in East Rutherford, N.J., Saturday July 31, 2004. (AP PHoto/Richard Drew)
Ein adidas-Sportschuh "Supernova Trail 2005" steht am Dienstag, 8. Maerz 2005, in einem Sportgeschaeft in Stuttgart. Der Sportartikel-Hersteller adidas-Salomon AG wird auf seiner Bilanzpressekonferenz am Mittwoch, 9. Maerz 2005, in Herzogenaurach seine aktuellen Geschaeftszahlen bekannt geben. (AP Photo/Thomas Kienzle)
Adidas-Salomon Chairman and CEO Herbert Hainer stands beside two dummies wearing Reebok coats in Herzogenaurach, soutern Germany, Aug. 3, 2005. Adidas-Salomon AG said Wednesday it will buy shoemaker Reebok International Ltd. for 3.1 billion (US$3.8 billion). (AP Photo/Thomas Langer)
A collection of Adidas NBA Superstar shoes are shown on display at the Adidas Store in Portland, Ore., Wednesday, Jan. 10, 2007. Adidas released 30 NBA Superstar shoes, one for each team in the NBA, in December. Shoes flew off the shelves. (AP Photo/Rick Bowmer)
Sports shoes by German sporting goods producer Adidas are presented in the company's headquarters in Herzogenaurach, southern Germany, on Wednesday, May 30, 2007. (AP Photo/Christof Stache)
Adidas shoes pictured in a Outlet Store in Herzogenaurach, southern Germany, on Thursday, May 7, 2009. (AP Photo/Matthias Schrader)
Jabulani, the official ball of the 2010 soccer World Cup in South Africa, is pictured at a sports wear store in Berlin, Germany, Wednesday, Jan. 6, 2010. The ball is made by adidas and was presented at the draw for the World Cup on Dec. 4. (AP Photo/Michael Sohn)
Novak Djokovic's Adidas shoes pictured at the U.S. Open tennis tournament in New York, Thursday, Sept. 8, 2011. (AP Photo/Mike Groll)
The Michigan basketball team sports new athletic wear by Adidas during the team's basketball media day in Ann Arbor, Mich., Wednesday, Oct. 10, 2012. (AP Photo/Carlos Osorio)
NBA Houston Rockets' star Dwight Howard admires a new Adidas shoe bearing his name during a media event in Taipei, Taiwan, Monday, Aug. 19, 2013. Howard is in Taiwan on the second leg of his Asian promotional tour which includes South Korea, Hong Kong and China. (AP Photo/Wally Santana)
Adidas basketball shoes and socks are seen worn by UCLA's Kyle Anderson against Weber State during the second half of an NCAA college basketball game, Sunday, Dec. 22, 2013, in Los Angeles. UCLA won 83-60. (AP Photo/Danny Moloshok)
The adidas stripes are printed on a sports shoe during the annual shareholders meeting in Fuerth, Germany, Thursday, May 8, 2014. In the first quarter of 2014, Group revenues remained stable on a currency-neutral basis. Currency translation effects had a significant negative impact on sales in euro terms. Group revenues decreased 6% to euro 3.533 billion in the first quarter of 2014 from euro 3.751 billion in 2013. (AP Photo/Matthias Schrader)
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Adidas had been relying on its European style and sensibility, notes Fortune, to sell its merchandise in the US, which had failed to gain traction when compared to the blinding technological hype of Nike and Under Armour. But Adidas has been looking to turn that around in recent years with a refocusing on the American market started by Adidas President of North America Mark King started in 2014.
Adidas has opened a new design lab in Nike's hometown of Portland, Oregon, launched new high-priced models that gets sneakerheads talking, repositioned their heritage models as fashion icons — the most famous being the Stan Smith, and high profile partnerships like Kanye West's Yeezy line. For apparel, Adidas has refreshed its offerings and leaned into athleisure with an upmarket line called Zne.