Onderwerp bekijken
 Adidas Stan Smith DameS
|
|
| sooo |
Geplaatst op 19-06-2019 03:08
|
 Guru  Berichten: 5839 Datum van aanmelding: 14.01.16 |
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 named after a retired tennis player who lives in South Carolina and hasn’t won a major singles Nike Internationalist Womens tournament since 1980. The shoe is the Stan Smith, a white-leather number Adidas Ultra Boost Femme 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 blitz, this unlikely hero has made one of the greatest comebacks in marketing history, from a declining brand popular with suburban dads 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. “We wanted to position it anew with fashion designers and trendsetters,” says Arthur Hoeld, who heads Adidas’s brand strategy and business development. “This is part of the concept – to push boundaries, to experiment. As Adidas was planning the Stan Smith Adidas ZX Flux Femme revival about five years ago, the shoe was still selling, though it was showing Nike Air Force 1 Mujer 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 shows. So Hoeld’s team outlined a campaign designed to look grassroots but which was in fact choreographed from start to finish with a goal of making the shoes de rigueur for people whose parents may be too young to recall the last time Smith played at Centre Court. 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 Nike Internationalist Dámské almost impossible to find, prompting angry letters from fans – and spurring Nike Air Max Tavas Dames Smith and some on Hoeld’s team to question the wisdom of the plan. Late that year, Adidas began 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. About the same time, Adidas released a two--minute web video featuring actors and sports stars waxing poetic about the sneakers. “People think I’m a shoe,” Smith laments in the clip, recalling that his son once asked, “ ‘Dad, did they name the shoe after you or you after the shoe. The first new models, priced at about US90, hewed closely to the Adidas Stan Smith Dames simplicity of the original, with a white body and a touch of colour on the Nike Air Max 2017 Femme tongue and heel. In early 2014, Adidas started shipping them to shops ca**** to hardcore sneaker fans, followed by specialty footwear retailers and, months later, department stores and big-box outlets. didas says sales of its Originals collection, which includes the Stan Smith and another top-selling retro model called the Superstar, popularised by rappers Run-DMC, increased by 80 per cent in the US last year, more than three times faster than footwear for team sports such as basketball and American football. |
|
|
|
| Spring naar forum: |
