Why Does Adidas Shoes That Do Not Accord With Everyone'S Aesthetic Sense Are Out Of Stock?

" Coconut shoes "Yeezy Boost 350V2 just opened for sale this Saturday, and it snapped up in a few hours. Even if you try to make an appointment on Adidas Confirmed App or buy it on Adidas's official website, you may lose it.

The appeal of star Kanye West is to make the pair of shoes look heavy. Design It is not one of the reasons why all sneakers are out of stock, but according to the prediction of the unofficial team of coconut Mafia, there are only 20 thousand pairs of Yeezy Boost350V2 in North America. It can be said that Adidas's super limited supply is the key to the success of creating a "shoe hard" scene.

Limited sales of hunger marketing dominated the shoe market in the past year, reversing the disappointment of Adidas. If you are concerned about the sportswear market, you should be aware of the situation Adidas once faced. But two or three years ago, it not only failed to challenge Nike, but also was surpassed by UnderArmour in the North American market and slipped to third, and investors worried about its future.

But in 2016 alone, Adidas sold 8 million pairs of Stan Smith and 15 million pairs of Superstar. This old and new push and crossover fashion And star marketing means, let it become the leader of street culture again. However, this is not the highlight of reversing the situation. From the end of January 2015, the UltraBoost series started in New York, and in February, it launched the "coconut shoes" (YEEZY) which was quickly popular all over the world in New York fashion week, and then to the Original NMD at the end of 2015. The product line of Adidas's reputation and sales win in the shoe market is related to a sole technology called Boost.

Boost is the biggest hero of Adidas's stage victory. It may also be the most significant technological innovation of Adidas in recent years.

To be exact, Boost refers to a midsole seismic mitigation technology. More specifically, it is the plastic foam sole you see in all Boost series shoes. The TPU particle developed by BASF, a German chemical company, is also known as "energy capsule" (energycapsule). It looks like a foam that is soft and deformable like popcorn. The Boost soles of thousands of TPU particles can be squeezed, expanded and rebounded rapidly at every step of running, effectively slowing down and releasing energy, and running performance of runners can also rise by 20%. Many runners say that Boost can provide a soft and Q foot feel.

The TPU particles developed by BASF, a German chemical company, are excellent cushioning materials. The Boost soles can provide a soft and Q foot feel.

Adidas's global creative director JamesCarnes also confirms this feeling. "Boost's plastic foam provides energy support through deformation, and its deformation and multi-dimensional deformation can best fit your feet." AdrianLeek, who runs Boost's SVP running program, directly claims that "EVA (the last generation running shoes sole material) is dead, and Boost is really so important."

When Boost's manufacturer BASF first invented the material, it never thought it could be used on sneakers. BASF's salesmen are looking for buyers for TPU particles, saying that this is a good cushioning material that can replace some of the original foam materials. When Adidas first bought the material patent, he didn't think how to make use of the round foam.

The Adidas Performance team took the task. The predecessor, called adidasEquipment, is a team established by Adidas in 1990s to emphasize technical attributes. Although Performance has always been the focus of Adidas's development, before the launch of Boost, the team did not launch anything that was popular in the market.

When the Boost series was publicizing, the Performance team also had a heated discussion, and finally decided to highlight the foam material itself, exposing the design of the foam surface sole. This kind of play seems very different from that of Nike, who is good at telling good stories.

The basic demand of "comfort" has become the biggest selling point. The first EnergyBoost, launched in early 2013, was soon sold out. "Even in a retail store that lacks professional sales staff, EnergyBoost sells well." GtzHohaus, who is responsible for Adidas's technology promotion in Central Europe, said. Once worn, consumers can feel the advantages of Boost and know what it feels like to run. They want to wear Boost to their favorite runway immediately.

Although Adidas sold 1 million 500 thousand pairs of Boost in the world, it is still a niche running series. Moreover, Adidas is not flexible in marketing, and advertising is mainly based on traditional media. As a technical term, Boost has become a marketing problem. It lacks the historical value of Stan Smith and its emotional value. From the side, you can see the typical design of many small bubbles. The appearance is not sexy enough. If you don't wear it on your feet, you won't realize it.

Adidas's UltraBoost concept store.

In the meantime, Under Armour has grown vigorously, allowing Adidas to slip to third place in the North American market in the short term. CEO Herbert Hainer has set up a "5 year plan" for Adidas to win back to the US market, but it will take a little time for its performance to turn. Before long, he has to face the situation of leaving office.

Boost is believed to help break the Nike base in the US market. Running is one of the favorite sports of the middle class in the United States. With sports and leisure (athleisure) becoming commuter style, running shoes have become a daily necessity. Everyone has more than one pair of running shoes on the shoe rack, which has become the best breakthrough.

But to get more people to accept Boost, we must emphasize the content beyond comfort. "The advantage of Adidas has always been lifestyle marketing. It successfully combines fashion and sport through Adidas Originals, Stella Mc Cartney and adidasneo series before the emergence of sports and leisure. It is very important to continue such a Adidas brand image. Bernadette Kissane, an apparel and footwear analyst at Ou Rui consulting, said.

In January 2015, Ultra Boost was launched in New York. The starting point is technology. Adidas calls it the "best running shoes in the world", which is 20% more Boost than the previous generation. Imagine that the 3000 tiny foam particles on the soles stick together to absorb all the sense of vibration and create a sense of stepping on the cotton. The story sounds pretty nice here, but the one who eventually detonated this shoe is hip hop star Kanye West. He is wearing Ultra Boost's birthday Street filming and quickly ignited sales.

Hip hop star Kanye West is wearing Ultra Boost's birthday Street racket, which quickly detonated this series of products.

West's reluctance to take off Boost is a bit of a coincidence. This man is a marketing director JonWexler for Adidas for nearly 20 years. He was deeply influenced by hip-hop culture since he was young. He had always wanted to cooperate with West before Boost was launched. Although West had a contract with Nike at that time, Wexler sent all the Boost shoes to him. According to Wexler, West, like a mad scientist, cut up his shoes excitedly and studied how they made them. "I haven't used my cell phone for 3 years, but I can't do it without a pair of shoes a day." West, a crazy basketball shoe fan, told Vanity Fair.

After fixing West, Adidas took advantage of the opportunity to sign a contract with him at the price of 10 million US dollars. Because West likes Boost soles, under his request, the super explosive YEEZYBoost series later became an extension of UltraBoost.

In the autumn and winter 2015 fashion week in New York, YEEZY Boost is the first to explode.

"Because of social media, the shoe market is completely different. The exposure of athletes is seasonal, but in the entertainment industry, these stars can make news continuously for 24 hours. Adidas wants to find a person who can promote pop culture. West is the one who can spancend the popular culture of the region, and he can really influence consumers all over the world. Wexler explained the reasons for Adidas's cooperation with West in an interview with The Breakfast Club.

"Nike has the history of Air Jordan, which has a huge impact on the US trend market, and the US will drive the world. Adidas is making a burst of money on the ground, making the paving cycle longer, by creating hunger and using star effect. Penny, editor of FLIGHTCLUB's Chinese station, has more than 700 thousand fans.

With the stimulus of YEEZY, Adidas's global sales increased by 14% in 2015. Adidas has also become the most popular sports shoe brand on Instagram, exceeding Nike's 55 million "praise".

The first YEEZY750 Boost is extremely limited. You can't see it on the store shelves. Every time you get to the new city, you will break countless servers and sell them in an hour. Soon, the pair priced 350 dollars, and the grey suede high boots cost two dollars in the market. Josh Luber, the founder of StockX, the website of the shoe market, thinks that it is the limited amount of explosion that has made Adidas feel alive in the secondary market. According to the website's statistics, Adidas's share rose from 1% to 30% in the secondary market with a total value of $1 billion since the series was launched in February 2015.

Analyst Kissane also believes that after working with West, Boost's story has become less athletic, which allows it to accommodate more people and YEEZYBoost's mission. Here, the two elements that are professional and cool can be popular. For Adidas, it is more important to continue to create the ability to make money.

After working with West, the story of Boost has become less athletic, which allows it to accommodate more people.

In the second half of 2015, the launch of Original NMD continued the idea of YEEZY Boost. NMD added two pieces of color blocks on the white Boost soles, no one knows what colors to use. The same restraint was provided on the supply, which soon caused a sensation in the consumers of shoe shoes. Another interesting phenomenon in China is that Adidas soon discovered that among Sina micro-blog's search for NMD, eighth came from Jinjiang, Fujian. This is like a popular signal. Later, I believe you can see that Original NMD's imitation goods are everywhere, and spread from the first tier cities to other cities in the interior. They are also a kind of disguised communication in a way.

The launch of Original NMD has continued the idea of YEEZY Boost, starvation marketing and net red communication.

"NMD can afford affordable shoes collectors, and Ultra Boost gives everyone a top-down coolness." Luber said. Penny also agrees with this view. "Many fans have switched to more advanced Boost shoes under the call of NMD and YEEZY." He thinks sneakers are a wonderful single product, because "not only can be made into luxury goods, but also can be crossed into fast food products, and can also be regarded as light luxury, and the audience is huge." Penny said.

According to the world clothing and shoe net, Chaozhou people sometimes have more influence than stars. "The interaction rate of Instagram red people with 1000 to 100 thousand fans is 3.5% higher than that of traditional stars, which means that the exposure rate of social media marketing is higher than that of traditional star cooperation." 3.5% little is seen, but if brands can cooperate with more than ten vertical networks, the influence can be multiplied.

The founder of StapleDesign and ReedSpace, also known as the JeffStaple of sneaker control (formerly known as JeffNg), now has 110 thousand fans in Instagram, a figure that allows him to be called small net red. He often releases photos of new shoes that are not listed, and frequently participates in promoting UltraBoost activities. He naturally got the pair of Triple Black running shoes mentioned at the beginning of the article, and immediately sent 3 photos on Instagram. "These shoes are too hot, but ordinary people have to wait until December 1st to get them (crying face 3)."

Staple said he also launched the Craft Syndicate, a designer training program, recently collaborated with designer Alexander John in a fully ash NMD. "Our idea comes from combining marble designs that look more like luxury goods with Adidas Boost innovation." Staple said.

Such cooperation is not uncommon. Hongkong's trend media HYPEBEAST, Japan's clothing brand Kolor, and the founder of ball shoe store KITH have been co operating with UltraBoost in the past few months. According to Wexler's statement, Adidas officials also recognize these self designed joint names from outside. The only criterion is whether the partners are cool enough. "Young people are willing to follow suit." Wexler concluded.

Once we succeed in playing the world of shoe control by relying on social media, Boost may really have the chance to sing "Yeezy, Yeezy, Yeezyjustjumpedover Jumpman" (surpass Nike's Jordan Series) as West signed with Adidas. And if we refer to Nike's Flyknit, which is now almost involved in every category's core technology, we can imagine that Boost will have greater use in the future than in the field of sports shoes.

Although it is still difficult to challenge Nike's market position at present, the popularity of the Boost series not only significantly improves Adidas's overall performance in the global market, but also enhances Adidas's confidence from the company level.

In 2015, Adidas announced a plan to set up a creative laboratory in Broolyn, New York. It dug up the 3 main players of Nike design studio MarkMiner, MarcDolce and DenisDekovic, hoping to get more inspiration for future growth in this trend. The creative laboratory at Fort Broolyn Williams is still being renovated, and its opening hours have been postponed. The latest news is expected to open in the first half of next year.

In the past November quarter earnings conference call, the company's new CEO Kasper Rorsted also said, "winning the North American market is a marathon, not a 100 meter sprint."

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