Following " Coconut Shoes " How Did ADI And Kan Make The Next "Exploding Money" After Being Popular?

The hip-hop singer who is good at exaggerating words and emotional expression can help.

And create new "explosions"?

Adidas has cooperated with the American rapper "Kanye West" to cooperate with the three season street sports dress brand YEEZY (commonly known as coconut shoes).

And set up a single brand entity store.

"Kanye is a real creator. He has the ability to discover things that no one else can see."

Adidas CMO Eric Liedtke said, "we hope that Adidas +Kanye West will be able to explore new areas and open up the sports world that Kanye design has not set foot in."

And "kan Ye" exaggerated in Twitter: "Adidas's cooperation can make me earn 1 billion dollars."

In fact, Adidas has not yet announced the value of this cooperation.

But for it, this cooperation can directly help its stock price rise further.

On the day of the announcement, Adidas's stock price reached the highest point of 125.8 euros, increasing by more than 38% in six months.

Did you buy Coconut shoes with super fire this year?

Based on the design of coconut shoes, a new series of cooperation between the two sides will be developed by the independent design team of Adidas headquarters in the United States to develop a more functional sports series. The products will be sold in the retail stores such as brand stores and Foot Locker.

Unlike previous coconut shoes, and Adidas and Yamamoto Teruji collaborated for 13 years in the Y-3 independent series, the new series may be more like Nike's Jordan and Lebron James series, targeting a wider audience market.

Adidas has made many explosions in recent years to increase its sales in the US by 40%, replacing Under Armour as the second largest brand in the US.

Conform to the trend of fashion and leisure (athleisure), it has been getting closer and closer to fashion in recent years. Stan Smith and its Superstar shoes have created a retro wind, and the NMD series has been selling well.

But the "beggar" costume designed by "kan Ye" was criticized by fashion critics, but fans liked it very much.

His coconut shoes, Limited clothing and accessories can be sold out.

Among them, the performance of Yeezy Boost is particularly outstanding. The price of the Grey Goat Skin with high price of 350 dollars is 750 Yeezy, and the price of the Yeezy Boost has reached thousands of dollars in the market.

According to statistics from StockX, the share of Adidas in the secondary market with a total value of $1 billion increased from 1% to 30% after listing in February last year.

The trend culture, especially the "hip" culture represented by "kan Ye", has occupied the mainstream in the United States.

After the appointment of hip-hop singer Rihanna as director of design, Puma also increased its sales in the first quarter by 3.7%, especially in women's clothing products.

Adidas also sold 15 million pairs of Adidas Superstar series last year, which was co worked with another singer, Pharrel Williams.

Adidas wants to use these stars to draw closer to their old rivals.

The distance.

Although the latter announced sales lower than analysts' expectations on Tuesday, its sales in North America in 2015 still amounted to $15 billion.

Adidas sold only about $3 billion last year, Nike's 1/5.

Adidas certainly hopes to cooperate with "kan Ye" to continue to create some explosions, but Adidas's investment is also without risk.

"Kan Ye" actually worked with Nike, but it was a failed cooperation.

"Kan Ye" designed for Nike two shoes sales general, after he worked with Adidas, did not forget to write a special song Tucao Nike.

Compared to an influential designer, "kan Ye" is an unobstructed entertainer. He is famous for his exaggerated words and emotional performance.

At the beginning of this year, after Kanye West held a fashion show, he ran to Twitter and complained that he had gone bankrupt for the show.

This unlicensed way has also won many eyeballs for the "coconut shoe" series, but whether the less sustainable mode can be replicated again or is it doubtful?

In addition, if the series of cooperation may not be a commercialized Series in the face of the mass market, "kan Ye" will never be an obedient business partner, knowing that his position is "the greatest artist alive."

"Adidas may make West do something that is not suitable for him. It may be a mistake or a genius decision."

An analyst at SportsOneSource said.