Sneaker sales for Sambas, the 2023 ‘Shoe of the Year’, will likely peak soon, but Adidas has a plan

As Adidas aims to build on hot demand for its three-striped white and black Samba and multicolored Gazelle sneakers, it’s also taking steps to prevent the shoes from becoming victims of their own success. The German sportswear giant ramped up production of the sneakers, known as “terrace shoes” and inspired by soccer fans’ footwear in the 1970s and 80s. Sales subsequently jumped from a couple of hundred thousand pairs a month at the start of last year to millions of pairs a month,...