Adidas Faces "Bottleneck" In The Era Of Face Watching

When self - access and social media are so strong, sharing good things with others is one of the most natural social behaviors.

However, Adidas's footwear marketing director is responsible for his own product design.

There was an acrid and precise evaluation: "Adidas is famous for its quality and durable brand, but it is not attractive enough."

He mentioned that he was invited.

Given product feedback, the company's staff once asked some children: "if someone wears Adidas to party, where will they be haunted?" and the children's answer is very wonderful: boys wearing Adidas shoes will be mixed up in boys' heap to talk about girls, but boys wearing Nike shoes are with girls.

Compared with the design of more brighter colors, Adidas seems more willing to spend a lot of research on technology upgrading, such as upgrading its own high-tech running shoes technology Boost, or developing various kinds of motion data.

MiCoach.

And Nike's technology is very "dominant", for example, Flyknit, which is directly reflected on the upper, is not only a new technology, but also a new design element.

In the early years, it is also the same reason that the support column of Shox technology or Max Air air cushion is deliberately exposed in large areas.

Adidas has also tried to make changes, such as the 50 color shoes after the investor relations day.

But most of the users who participated in the review said that the most direct way to change their products and design styles is to tap Nike's designers unless they buy these 50 colors or kill them.

In the 9 month of 2014, three Nike designers collectively switched to Adidas and caused litigation disputes.

Nike said in the indictment that the three designers had mastered all the design, material and clothing concepts that Nike will launch in the coming quarters, as well as sponsorship plans and confidential financial information for the athletes. Adidas is expected to copy all products Nike will make in its own factory.

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Reebok, which was bought in 2006 to expand the North American market, has maintained a weak growth in sales over the past five years.

However, due to the lack of effective complementarity between location and Adidas, Under group has repositioned it to become a brand focused on fitness. This means that its competitors suddenly changed from Puma to Under Armour.

Also known as the "white house shoes", which was also Adidas's income brand in 2006, former US President Carter and Bush once made advertisements for the brand.

In the past 8 years, which was bought by Adidas and operated as an independent brand, its annual sales maintained a steady downward trend. It was finally sold at the price of 280 million euros in January 2015, and the sales revenue data of the previous year were not included in Adidas's earnings report.

Taylor Mei is a relatively unfamiliar golf brand for Chinese consumers. After being sold, it became the weakest brand in the group. Although sales revenue of more than 20 billion euros in 2014 has been maintained, its sales volume has dropped by 28%.

Another question Adidas needs to consider is whether this multi brand strategy is valuable.

In short, the brand name of Adidas is losing its appeal to young people, and there is not much time left for it to fight back.