Will Adidas Continue To Walk High On The Fashion Road?

Last Thursday, a big wave.

Originals NMD R1 new products are on sale at the official website and shops, and for the first time, XR1 brand new shoes are available.

Many people wait at less than eight o'clock at the computer, waiting before the page that can not be opened.

ADI's official website was paralyzed by excessive traffic.

Just for such a pair of shoes, in the past, Adidas gave people the impression that they were stereotyped in marketing.

In the past two years, the topics and sales brought from Yeezy to Stan Smith to NMD have made Adidas seem to be an American.

Meanwhile, Adidas's performance has also been reversed.

In 2014, it was overtaken by Under Armour and lost its second place.

But it rebounded from 2015 until the second quarter of this year, which defeated Nike and Under Armour.

Fastest growing

。

2009 is the low point of Adidas.

It fell in 2013-14 years and grew again in 2015.

What happened to this company? The man behind the explosion is not Mr. Kan.

It's the man Jon Wexler who brought him to Adidas.

He is the global marketing director of Adidas Entertaiment and Influencer. He has worked in this company for 16 years, and has managed Originals and Converse brands.

Jon Wexler.

He is less famous than Mr cane, but he is the man behind Adidas.

In 2013, he contributed to the cooperation between Kan ye and Adidas, and became the starting point for Adidas in the past two years.

Mr. Kan's full name is Kanye West, who is a famous American rap singer.

Besides music, he likes to design.

Mr. Kan originally designed Nike shoes for Nike Air Yeezy under Nike's banner.

But in 2013, he split up with Nike because of interest distribution.

He explained the reason for breaking up in public: "Nike needs to give me some reasons to stay.

Michael Jordan can get a 5% commission from the Jordan series.

That is to say, if the Jordan series reaches $2 billion, he can earn $100 million.

But Nike rejected my income distribution requirement because I am not a professional athlete.

The gas field of Kan Ye is also a bar. How can he eat Nike's losses and pass through the middle man's matchmaking? Cane quickly met Jon Wexler.

Jon's evaluation of Kan Ye is: "he not only wants to make a pair of shoes, but to build an empire."

In February 2015, in the fashion week of New York, Mr. Kan released his first fashion product series with Adidas, Yeezy's sneaker series, which you often call coconut shoes.

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Coconut shoes look good? Coconut shoes grow in pictures. This is a suede leather high shoe with side zippers and a patented elastic sole made of ship foam. It looks popular in the crowd because it looks like props in Star Wars.

Within a few minutes of the first release, 9000 pairs of $350 coconut shoes were sold out in the US and the average resale price was $1500.

I don't know what the mood of Nike was at that time.

Behind the sales of coconut shoes is the beginning of the real game between ADI and Nike, and also reveals the difference between the two markets. The former pays more attention to the field of science and technology, while the latter is gradually moving to the fashion field.

Although Adidas has never admitted this, it launched 22 new shoes in 2015, and nearly 50% of them are more prone to fashion.

Why do you want to buy a pair of shoes and coconut shoes? After that, Adidas did not choose the overall attack of the whole product line. Instead, it chose the Adidas Originals sub card and pried Nike's imperial map with the marketing method of "single product + explosion" to enhance its market share.

The operator behind it is Jon Wexler.

Instead of continuing to launch new products, he chose a 50 year old sneaker Stan Smith.

Before that, Stan Smith sold a total of 40 million pairs, which is the shoe that has been consistently popular in the history of ADI, or the first signature sports shoes in history.

This pair of old white shoes was named after the tennis star Stan Smith, who won the two grand slam in 1970. Adidas chose to launch Stan Smith in September 2014. In fact, it was on the back of the battle. At the time, ADI lost the market share of the US shoe market by second, and was surpassed by the group that owns Timberland, VANS, THE NORTH FACE and other brands.

This pair of white shoes from the end of the product is consistent with the current fashion trend.

The most fashionable fashion in the past two years is the casual dress, which is concentrated on simple, comfortable, solid and neutral. It is defined as the words created by normcore - Normal (usual) and Hardcore (core).

Normcore is that you can wear light material, loose jeans, T-shirt, white socks and pure white sneakers.

But the reason why it was detonated is more than that.

"Stan Smith is not a spur of the moment, we have made promotion in all channels."

Jon Wexler, Adidas's global marketing director, announced the first attempt to detonate the pair of sneakers in an open event.

This marketing way is not so much a hunger marketing as a desperate marketing.

Adidas first stopped supplying the pair of shoes, and the time of delivery was picked up in 2012 and returned to the fashion show in September 2014, which gave consumers hunger for two years and created a sense of hopelessness that this shoe might not reproduce.

6 months later, Jon planned to let StanSmith launch a customized version, which was characterized by printing the star's image on the tongue and providing a customized version to the actor Ellen DeGeneres, so that he could wear photos on Instagram and stir up the detonating point. This could attract more stars to wear this sneaker.

"In the present era, we need to figure out who will have an impact on consumers - stars, friends or media people," which is the most critical factor in the present era.

This is the idea of Jon Wexler.

Sharing stars on social networking sites is a popular Stan Smith pop point.

For a time, Marc Jacobs wore Stan Smith to show up in New York fashion week. Beckham used a pair of small white shoes and a light grey Hooded Coat to brush up the fashion layout. China's supermodel "big cousin" Liu Wen also wore all these little white shoes running across the street.

At this point, Adidas began offering a small amount of Stan Smith to the market, which allowed the fashionable bloggers who first got shoes to spread spontaneously in the minority group.

When the final market is booming, Adidas will make sure that anyone can buy a pair of Stan Smith, which has gained more room for profit when the spread effect is expanding rapidly.

While street sales are being sold to all, Stan Smith itself is also changing. It has launched a wide variety of color choices. In the Chinese calendar year, horse hair has also been introduced to a larger extent, and has been popular among young people.

The famous fashion website has given the evaluation of "matching pants and trousers" as handsome.

So far, Stan Smith has gone beyond the category of sneakers and has entered the blue ocean of fashion.

This is the Stan Smith horse hair for the Chinese market.

Next, StanSmith launched a "Stan Yourself" campaign to provide three different colors for buyers. Buyers can also change their original Smith's head on their tongue to their own. This way, through the word-of-mouth of ordinary people, they continue to detonate topics on social networks and make themselves more distinctive.

Adidas began to play addicted.

In the marketing of Yeezys and NMD, starlets, starvation, marketing and personalization took turns. NMD was accompanied by Eason Chan, Fan Bingbing, Wu Yifan, Shawn Yue and other celebrities in the Chinese area, and appeared in the grand show and awards ceremony, attracting the public's attention quickly and rapidly.

This time, the even more striking addition to NMD is its color matching. Adidas abandoned the original mainstream color matching of black and white, and injected more vivid colors, including the original color matching of red and blue. In March, there were 15 color matching shelves on sale.

The fashionable breath of youth is on the top of the page. It is different from the feelings of Stan Smith and the unique modeling of Yeezy. The color has created unique value for NMD, and has become the killer of ADI in the field of fashion.

Adidas's technology content is not only reflected in the user's comfort, but also in the sense of fashion integration.

Ultra Boost, which was passed by Kan Ye overnight, has dominated Nike Flyknit, which is not only known by Adidas's Boost damping technology, but also by fashion inspection.

Mi2.5 is Adidas's personal customization series, so that bursting money does not become "Street money". It is the personal favorite that suits different consumer needs and makes everyone do not have the same mentality of rejection.

Will Adidas continue to walk high on the fashion road? As long as Jon is still in office, Adidas's fashion burst strategy will continue.