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Asics Gel Quantum 360 Femme
« on: Sep 26th, 2018, 10:43pm » |
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Adidas AG aims to increase its Nike Air Presto Dam 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 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 Asics Gel Lyte 5 Damen campaign to stoke interest in other shoes. “We wanted to position it anew with fashion designers and trendsetters,” says Arthur Hoeld, who heads Nike Air Max 95 WomensAdidas’s brand strategy and business development. “This is part of the concept -- to push boundaries, to experiment.”
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 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 Nike Air Max 270 Dame the shoes de rigueur for people whose parents may be too young to recall the last time Smith played at Centre Court.
If you think we are Nike Air Max 90 Dame late with this Stan Smith story, then I can hazard a guess as to what part you played in our collective fashion endeavour of the past half a decade. Because for the past five years, unwittingly or not, we have together made some era-defining fashion footwear history. Peak Stan Smith could well be to the teenies (we still don’t have an official name for 2010 onwards, do we?) what skinny jeans were to the noughties. If you think that the Stan Smith phenomenon was finished well over a year ago, then your minimal white trainers with their rounded toe and green heel padding are likely a bit trashed and you probably don’t think you can wear them anymore. Maybe you think they’re over. Mainly because Nike Air Max 95 Femme nicely dressed mums on the school run in their 40s are wearing them. The truth is that fashion people can’t admit that Stan Smiths owned 20Nike Air Zoom Pegasus 35 Femme 15, but real world evidence says that, “Oh, yes, they did.”
Jon Wexler, marketing boss at Adidas, pretty much knew we would be discussing this way back in 2009. And if you are squeamish about how some fashion trends happen, then I advise you look away now. In a talk to a group of very interested parties – aka entrepreneurs in Portland – Wexler pretty much confirmed everything Miranda Priestly says in the legendary cerulean blue Gap jumper monologue in The Devil Wears Prada. He describes the Stan phenomenon as “the classic model of a trend continuum actually working”. Which basically means that marketing bods follow the triangle principle of starting with the fashion-forward kid, then on to Asics Gel Quantum 360 Femme the trend adopters, then the trend communicators, then bedding into the mainstream with mass trend adoption.
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