NEW YORK (TheStreet) -- In a landscape dominated by the swoosh, it can sometimes be easy to overlook Nike's (NKE) counterpart, Adidas (ADDYY) . Shares of the German-based athletic retail giant are over 50% higher year to date, and much of that success has been rooted in the U.S.

Adidas CEO Kasper Rorsted appeared on CNBC's "Squawk on the Street" Thursday morning ahead of the opening of Adidas' new store in New York City.

"We have had a great year, and we are growing 30% in the U.S. I don't think it adds any pressure, because I think there is still plenty to go, particularly in the U.S.," Rorsted said.

Presently, Adidas' "hot products" are performing well in markets around the world, with continued strength in Asia and "a great comeback" in the U.S., he noted.

"I have no doubt that we will continue to see an exceptionally strong North America in the year to come," Rorsted stated. "We are becoming much more relevant with the U.S. consumer whereas before it was probably more of a European view."

One way for Adidas to grow is through signing prominent athletes to sponsorships deals. Adidas says these will come about through targeting young stars, and persuading current stars to switch sponsors. Adidas scooped up Houston Rockets All-Star James Harden from Nike in 2015.

"You are seeing much more spending with the top athletes, and teams. You will continue to see an increase with those, but I think overall [it is] going to have more normalized growth in the future," he said.

And then there's music icon Kanye West and his Adidas "Yeezy" line.

"He has been a great business partner for us; we are extremely happy with the relationship. He has brought a lot of innovation into our products," Rorsted said.

Adidas' American shares were lower in recent trading on Thursday. 

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