Adidas Was Selected As The "Sports Brand Of The Year".

According to the world clothing and shoe net, recently, the German sports product giant

It was selected as "Sports Business of the Year".

Two years ago, ADI was still struggling in the "cold winter" of the US market.

At that time, Adidas was robbed second by Andrea in the US market.

The throne of business.

Compared with the 90 year old Adidas, Andemar, founded by Kevin Plank (Kevin Plank) in 1996, is like a young man. But in recent years, the development of Andrea has been very fierce.

At the same time

The product market, because Skech (Skechers) is popular in almost all parts of the United States, the position of Adidas's second supremacy is ultimately not guaranteed.

From 2011 to 2015, Adidas's market share in the United States is shrinking every year.

And this year, everything has changed.

According to the industry data tracking survey data provided by NPD group, as of November, Adidas sports footwear accounted for 7.2% of the US market share from 4.3%.

Meanwhile, the market share of Nike (excluding Jordan brand) dropped from 41% last year to 37.3%.

Adidas is more than Skech and has regained the status of the second sports shoe manufacturer.

In the third quarter of this year, Adidas's product revenue rose 20%, Reebok (Reebok) grew by 7%, and even Adidas's ready to sell golf equipment brand Telme (TaylorMade) also gained 6% growth.

In fact, this year, sports products manufacturers suffered severe challenges in the United States, and those sporting goods retailers were driven to a dead end.

Offline entities such as Sports Authority, Bob 's Stores, Eastern Mountain Sports and Sports Chalet have applied for bankruptcy protection.

In this unfavorable environment, Adidas achieved "reverse growth".

In the most sluggish US market, Adidas has recovered strongly.

The beginning of all these changes is the production and sale of Adidas's sports shoes.

Sneakers and Kanye West (Kanye West)

According to the world clothing shoes and hats net, the American sports shoes market has begun to change, and sports shoes should have both performance and fashion.

Adidas's product positioning is in line with this consumption trend, so it benefits greatly.

Adidas has been famous for its street wear in the United States, but it has been widely criticized for its focus on fashion rather than performance.

So in 2013, Adidas launched Boost products.

As one of the most important black technologies in the field of sports shoes, Boost is the product of cooperative research and development between Adidas and BASF, a global chemical giant, in 2007.

The TPU (thermoplastic polyurethane), like popcorn, is split into thousands of tiny energy capsules, giving them an extremely resilient rebound effect, and then shaping these small particles that can be stored and released into the sole of running shoes.

This shoe has both performance and fashion, and is popular when it is launched.

Therefore, Adidas has followed the introduction of PureBoost, UltraBoost and other ancillary production lines.

Not long after that, many consumers bought Boost as shoes for everyday life, not just shoes for running.

This has played a great role in Adidas's success.

Mark Kim (Mark King) is now the president of Adidas North America. Adidas is a company from the company's golf products manufacturer Taylor company to consolidate its business in the US.

"It's not easy to have fashionable and practical shoes at the same time," he said.

But it also gives us the opportunity to attract consumers.

UltraBoost is the best example of catching opportunities.

It has done well in both performance and fashion.

Although it is not simple to do this, the shoe of this brand can realize the unification of practicality and fashion.

This is our opportunity to attract consumers. "

Adidas didn't just launch Boost.

It launched Flux in 2014 and launched NMD in 2015.

These three series of shoes are welcomed by the market, and the NMD series is even more popular.

Kim said, "look at the status quo. We have NMD, Yeezy, UltraBoost. They are everywhere in the market, and everyone is talking about them."

Last year, Adidas launched its first batch of 900 pairs of limited edition sports shoes YeezyBoost designed by Kanye West, which made a big hit in the market.

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At the same time, Adidas also redesigned the old sports shoes such as Superstar and Stan Smith launched decades ago.

Take the Superstar shoes, for example, the new design adds 50 different colors, and asks the famous singer Farrell Pharrell (Pharrell Williams) to cooperate and popularize. Finally, this kind of shoes is favored by many consumers.

In this year's return to school season, Adidas's five best sneakers are Superstars, Stan Smiths, NMD, ZX Flux and Boost..

Matt Powell, a sports shoe sales analyst at NPD group, said: "now the popular sneakers can be divided into two categories: one is the retro type, the other is the fashion leisure type," Matt Powell.

I think NMD, Flux and Boost belong to second kinds. "

It is worth noting that Adidas has a very good grasp of the consumer psychology of American consumers this year.

Especially in the sports shoes which are very fast updating, it is the key to seize the key.

Alan Vinogradov Vinogradov, co-founder of SneakerCon shoe fair in New York, said: "in the past, Jordan and Nike brought the new generation into the era of sports shoes, and now Adidas will lead this fashion.

All my collections are Adidas Boost, Yeezys and so on. All these Adidas products look very hot these days.

Because this is the product series designed by Mr. Kan himself for Adidas.

The Adidas version of coconut is priced at $120 and sold out in two hours.

Indeed, if you visit the sneakerhead community, you will find that the reason why the response is so intense is Kanye West.

Brian Carles, executive director of sports marketing organization Revolution, said: "I think Kanye West helped Adidas enter a new stage." (Brian Quarles)

Prior to this, Adidas has cooperated with Farrell and other rappers. They also helped Adidas establish the brand image of "cool kids" in the minds of consumers.

But Kanye West brought something new.

If you look at the sales situation of NMD and UltraBoost, you will find that many customers come here to buy shoes because of Kanye West.

Adidas has doubled its cooperation with West. It has given West a contract for many years, including West's invitation to attend the opening ceremony of Yeezy retail store.

This is an unprecedented cooperation agreement between fashion brands and famous musicians.

But Kim hesitated about whether to put all his treasure on West.

"Kanye West really made our brand cool again," he said.

But I think if we rely on West alone, the decline of our brand will be as fast as that of fashion.

Therefore, as a company, we must take more measures to make our brand more popular and even more popular.

Some analysts in the industry are not optimistic about the so-called Kanye West effect. They believe that the popularity of Adidas brand is not just because Kanye West is alone.

Besides working with famous artists such as Kanye West, Farrell Williams and other famous artists such as Yamamoto Teruji, Adidas has also increased its cooperation with sports stars.

More interesting reports, please pay attention to the world clothing shoes and hats net.