1990, a new decade, new ideologies. After the glamour and glitz of the 1980s, came a period of reflection and free spirit. This manifested in a move away from accepted mainstream values to alternative culture, demonstrated through sport, music, media, art and fashion. For adidas, there was also a period of reflection. The brand continued to be a major supplier to professional athletes and clubs, maintaining a strong presence, particularly in Europe. However, there was a feeling that it had become more reactive than proactive. Nowhere was this more apparent than in America, where adidas had lost its position as market leader in the space of the last decade.