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Adidas NMD Femme
« on: Sep 24th, 2018, 10:15pm » |
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Adidas AG aims to increase Adidas Eqt Support Adv Femme 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 comebacks in marketing history, from a declining Adidas Eqt Support Adv Mujer 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 Nike Air Zoom Pegasus 35 Femme 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.”
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 Céline fashion house, had been spotted Nike Air Max Thea Mujer 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 on the tongue, I kept looking at it during my Adidas Ultra Boost Mujer matches and it was distracting, humbling, and exhilarating,” he says. Smith maintains a personal cache of about 60 versions stored in two different closets: one for regular wear, one for Adidas Eqt Support Adv Dam 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, Nike Air Vapormax Damen 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 black Smiths with single cuffed jeans; flip Adidas NMD Femme forward and you’ll find a Snowdon-lensed portrait of David Bowie, sockless in chinos, a peach button-up, and yellow tie on a dilapidated white park bench.
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