JD Sports says Adidas outerwear sees soaring demand as weather cools

It appears Adidas is enjoying a real “autumn bloom” with major retailer JD reporting searches for its outerwear having increased 95% over the past month. 

As autumn kicked in, the major UK sports/fashion retailer looked at the last four weeks’ (October into early November) specific searches against last year at JD with the brand’s wider offer also resonating with its customers.

This includes searches for ‘Adidas jacket women’ surging 337%, ‘Adidas jackets for men’ up 137%, ‘Adidas Originals’ jacket up 207%, while ‘Adidas track jacket’ skyrocketed 888% against a year ago. 

Joining in too, Vans’ jackets “are emerging as one of the most popular options this autumn” with specific searches up 614%, noted JD, with searches for its outerwear generally up 83% year-on-year across the last four weeks.

Also, autumnwear views for EA7 Emporio Armani are “seeing serious traction”, it said. Armani jackets and coats searches are up 43% year-on year, while specific searches for ‘Emporio Armani jacket’ skyrocketed 436%, and ‘Armani coat’ increased 142% compared to the previous year. 

While outerwear specialist Timberland saw overall search demand for its jackets and coats up 6% compared to the same four weeks in 2024, ‘Timberland jackets’ alone rocketed, seeing a spike in search demand of 231%. 

A spokesperson for JD said: “As the temperature drops, shoppers are turning to standout outerwear to elevate their autumn looks.  

“From the streetwear edge of Vans to the premium appeal of EA7 Emporio Armani, JD is seeing a major shift in demand — proof that the right jacket isn’t just about warmth, it’s about making a statement.”