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Nike Air Max Thea Damen
« on: Sep 24th, 2018, 9:09pm » |
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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 named after a retired tennis player who lives in South Carolina and hasn’t 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 blitz, this unlikely hero has made one of the greatest Adidas ZX Flux Dam 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 Nike Air Max 95 Womens 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, Nike Air Huarache Womens who heads Adidas’s brand strategy and business development. “This is part of the concept – to push boundaries, to experiment.”
s 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 Nike Air Zoom Pegasus 35 Donna Céline fashion house, had been spotted sporting Stan Smiths at her shows.
There is no bigger fan of the Stan Smith than Stan Smith. “When the shoe came out with my photo Nike Air Presto Femme on the tongue, I kept looking at it during my matches and it was distracting, humbling, and exhilarating,” he says. Smith maintains a personal cache of about 60 versions stored in Nike Air Max 270 Damen two different closets: one for regular wear, one for sentimental gems, like a black and maroon suede pair customized in Hong Kong 10 years ago (“as close as I could get to my school USC colors”). “I wish that I had kept the shoes from the early days but I had no idea that they would be around for so long and have the legacy that was created,” he adds.
Out September 4, the 336-page tome is a visual celebration of that legacy, filled with Smith’s personal recollections of his life and storied career and the shoe that bears his name, as seen throughout history in 200 photographs. There is a shot of Yoko Ono and John Lennon perched on a love seat, the latter wearing Nike Air Max Thea Damen black Smiths with single cuffed jeans; flip forward and you’ll find a Snowdon-lensed portrait of David Bowie, sockless in chinos, a peach button-up, and yellow tie on a Adidas Superstar Mujer dilapidated white park bench.
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