Adidas Could Benefit From Nike’s Innovation Struggles, Morgan Stanley Says
- Morgan Stanley double upgrades Adidas to overweight stance
- German brand to benefit as Nike struggles, analysts write
An Adidas AG store in Istanbul.
Photographer: David Lombeida/BloombergThis article is for subscribers only.
Sports footwear fashion trends are swinging to Adidas AG’s favor amid product innovation struggles by rival Nike Inc., according to Morgan Stanley analysts.
Evolving trends are seeing people trade their chunky basketball sneakers which have helped build the Nike brand for more casual, gum rubber-soled terrace style Adidas sneakers, analysts including Edouard Aubin and Grace Smalley said.