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| Asics Gel Quantum 360 MujeR |
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Adidas AG aims to increase its sales by 40 million pairs of sneakers annually, to more than a half-billion by 2020, largely by appealing to fashion-conscious teens and urban hipsters. At the heart of that effort: a decades-old shoe Nike Air Max Thea Womens named after a retired tennis player who lives in South Carolina and hasnât won a major singles tournament since 1980.
The shoe is the Stan Smith, a white-leather number with pale green accents introduced in 1971, the year before Stan Smith (the player, now 70) earned his second and last Grand Slam singles title. Thanks to a well-orchestrated promotional Nike Air Zoom Pegasus 33 Mujer blitz, this unlikely hero has made one of the greatest comebacks in marketing history, from a declining brand popular with suburban dads Nike Air Max 2016 Dames into a must-have for the -fashion-savvy.
As they rev up an effort to catch Nike Inc., Adidas executives are seeking to replicate parts of the campaign to stoke interest in other shoes. âWe wanted to position it anew with fashion designers and trendsetters,â says Arthur Hoeld, who heads Adidasâs brand strategy and business development. âThis is part Adidas NMD Mujer of the concept â to push boundaries, to experiment.â
As Adidas was planning the Stan Smith revival about five years ago, the shoe was still selling, though it was showing up more often at discount stores. The feeling around the company was that the model had lost its mojo, but Hoeld and a handful of other executives saw its potential, their confidence bolstered by reports that Phoebe Philo, creative director of the Céline fashion house, had been spotted sporting Stan Smiths at her Adidas Gazelle Damen shows.
The first step was counter--intuitive: Adidas pulled the shoe from the market in 2012, leaving customers with the impression the move was permanent. By mid-2013, Stan Smiths were almost impossible to find, prompting angry letters from fans â and spurring Smith and some on Hoeldâs team to question the wisdom of the plan.
Late that year, Adidas began Asics Gel Quantum 360 Mujer shipping a new version to dozens of celebrities it had worked with, including singer AUS$AP Rocky, designer Alexander Wang, and talk-show host Ellen DeGeneres. The freebies included a personalised touch intended to get the stars to wear them: A drawing of Smith on the tongue was replaced by an image of each recipient. Adidas struck gold in November 2013, when French Vogue featured model Gisele Bündchen sporting nothing but a pair of white socks â and Stan Smiths.
Adidas, which has Adidas ZX Flux Femme Fleur made the sneakers for more than 50 years, now sells Stan Smiths in black, in pink, in blue, in men's, in women's, in kids' and infant sizes. There are knit Stans, suede Stans and Stans that are dipped in gold. And if you can't find a pair to your liking, you can go online and customize your own. You'll see them on feet from New York to Tokyo. In its 2014 Nike Cortez Donna annual report, Adidas revealed that the Stan Smiths were the company's best-selling shoes of all time, with more than 40 million pairs sold. Buoyed by the Stan Smiths, sales of Adidas Classics in the U.S. are up 60 percent for the first six months of 2016.
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| Beitrag vom 22.11.2018 - 04:53 |
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22.11.2018 - 04:53 |
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