Germany's Adidas gained ground on larger US rival Nike at the start of 2016, reporting a jump in quarterly sales and profits and raising its outlook for the year.
Adidas is benefiting from collaborations with celebrities such as Kanye West and Pharrell Williams and has scored major fashion hits with retro Superstar and Stan Smith sneakers.
The company, based in southern Germany, had already said it had high hopes for 2016 thanks to a busy sporting calendar including the European soccer championship and the Rio Olympics.
Adidas, which had raised its guidance in February, said it now expected currency-adjusted sales to grow by about 15% in 2016, compared with a previous forecast for a rise of 10-12%.
It sees net profit from continuing operations rising by 15-18%, up from its previous guidance 10-12%.
Nike, by contrast, last month said it expected revenue to grow in the high single digits for the year ending May 2017, less than analysts were expecting, after a strong dollar hurt sales from some of its overseas markets.
Adidas has increased marketing spending, particularly in North America, after losing ground to the world's biggest sportswear maker.
This had sparked a series of profit warnings in 2013 and 2014 and put pressure on long-serving chief executive Herbert Hainer.
Adidas, which reports full quarterly results on May 4, did not give details or reasons for the strong performance, beyond saying it is seeing "strong brand momentum".
While Nike still dominates its home territory, Adidas is making inroads, with runner sales up by more than half in March, market data firm NPD says, driven by casual, classics and running to lift its market share to 7% from 4.8%.
But it is not just a two-horse race. Under Armour last week reported that its quarterly sales jumped 30%, while Germany's Puma, which reports results on Friday, is also making a comeback.
Adidas said today that its first-quarter revenues rose 17% to €4.8 billion, 22% adjusted for currency swings.
Operating profit rose 35% to €490m, giving an operating margin of 10.2%. This marked a big increase on Adidas's 6% last year although still well below Nike's figures.