Michael Jordan is responsible for some of the most recognizable and popular sneakers of all time. His resume is undeniable and his spot is forever solidified. So when news broke back in September that adidas had overtaken Jordan Brand as the number two sneaker seller in the United States behind Nike, it came as a shock to many. “This is an achievement I never thought I would see in my lifetime,” tweeted Matt Powell, sports industry analyst with NPD Group. To many, adidas had achieved the unthinkable.

Fans and experts alike immediately praised adidas and its rapid growth in recent years, which was well deserved. With the introduction and evolution of Boost technology—specifically on the popular NMD and Ultra Boost models—as well as the addition of Kanye West as the brand’s new lightning rod, adidas has its finger firmly on the pulse of what generates excitement in 2017. Once you factor in the continued success of the iconic Originals models—2016’s highest-selling shoe, the Superstar, plus the Stan Smiths and Gazelles (to name a few)—the company has capitalized better than anyone on this current athleisure wave, producing sleek and stylish athletic wear. In the last two reported quarters, adidas’s sales growth went up 41 percent and 45 percent.

However, upon deeper examination, the hurdles for Jordan Brand to regain market strength run deeper than just a recent adidas movement. The three stripes didn’t simply come and snatch the market out of MJ’s oversized jean pockets. Jordan Brand has a number of factors working against it as it attempts to battle the surging adidas for sales while simultaneously fending off market over-saturation and growing consumer apathy. Most importantly, the company is starting to find out the most difficult and unavoidable factor working against it: Jordans are a finite resource.

Follow Stephen on Twitter here.