These sneakers are the reason Adidas just toppled Under Armour

Nike or Adidas?

Adidas has reclaimed its position in the world of athletic wear.

In its most recent quarter, sales soared 21% on a currency-neutral basis from this time last year for the entire parent company. The Adidas brand itself grew an impressive 25% on a currency-neutral basis. In North America, currency neutral sales grew 26%.

In fact, Bloomberg notes that the brand is now back behind Nike at number 2 in the North American sportswear market, taking that spot from Under Armour, which overthrew the brand in 2014.

Bloomberg also notes that one product that has really triggered growth for the brand are the iconic Stan Smith shoes.

The shoes, which were named after tennis player Stan Smith, were first brought on the market in 1963. They were pulled from shelves in 2012, and reintroduced in 2014, as Business Insider's Dennis Green reported last year.

RELATED: Evolution of Adidas sportwear

Evolution of Adidas sportswear
See Gallery
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)

"The resurgence truly took off with a carefully orchestrated relaunch starting with limited editions, a runway appearance and the help of fashion bloggers and social media influencers," Megan Hartman, strategy director at Red Peak Branding, said to Glossy.

The company had celebrities show photos of their own Stan Smiths on Instagram, like Ellen DeGeneres.

View this post on Instagram

Check out my new kicks.

A post shared by Ellen (@theellenshow) on

In 2015, Business Insider put the shoes on its list of the 18 most important sneakers of all time.

Adidas's growth comes at a time when Nike and Under Armour — amid sales growth — have faced headwinds.

"The stellar financial performance in the second quarter is proof positive that our strategy is paying off," Adidas Group CEO Herbert Hainer said in a press release. "We are putting the consumer at the heart of everything we do. We inspire them with unique experiences. We engage with them through marketing initiatives unheard of before. And we excite them with the most innovative and stylish products. As a result, the desirability of our brands and products is greater than ever before."

According to a letter to shareholders in the company's quarterly report, this was Hainer's final time giving quarterly remarks. Kasper Rorsted will take over on October 1. (It was reported earlier this year that Hainer would step down.)

NOW WATCH: What this billionaire learned from a Navy SEAL living in a tent in her apartment

More from Business Insider
Lululemon is raising prices again — and customers are furious
People are calling this Gap ad sexist — and there's an ironic twist
Nike and Under Armour are facing unexpected headwinds — and the battle could get even worse

SEE ALSO: Lululemon customer points out a small detail that's killing its chances with men

Read Full Story