Who Is Promoting These Joint Venture Funds Of Adidas?

According to the world clothing shoes and hats net, Adidas Recently released 2016 annual report shows that its net profit is higher than in previous years, soaring 60.5%. And with a variety of exploding red Gym shoes The position of the old German movement is also rising in the minds of young people. Among them, joint cooperation with Kanye West and Pharrell Williams two bit traffic is indispensable.

But who is promoting these joint explosions? In fact, no matter which joint, there are perfect plans behind them, but a team called "Icon Collabrations" within Adidas is the real behind the scenes hero. Among them, the most important role is the Australian woman named Rachael Muscat, who joined Adidas in 2007 and served as the global director of Adidas Icon Collabrations team from 2009.

If we want to study all kinds of knowledge that leads to joint cooperation, it is very important to have the ability to discover hot spots. To this end, Muscat often travels around the country, with friends gathering, visiting museums, participating in local activities, especially activities related to street culture, to grasp the global trends. This allows her to know that this should be facilitated. brand What is the specific content of cooperation and cooperation and how to promote cooperation?

Rachael Muscat, who was born in Australia and worked far away in Hongkong, is now in Germany. Such a geographical span laid the foundation for her understanding of the culture, art and trend of the world. It is worth mentioning that her two elder sisters, Theresa and Karen Muscat, are pioneers of Australian street culture business. Their childhood experience has made her sense of the trend and accumulated some connections.

In addition, from her little sister's business, she learned the skills of communication and coordination earlier, which is very important for her work in Adidas, because promoting cooperation is essentially a business. She needs to ensure that Adidas and the personality of the partners can be integrated into each other: "you have to mix the brand with the partners, but you must give the two sides the common respect they are doing." Muscat said in an interview with Broadsheet, an Australian lifestyle news website. The most direct way to achieve this respect is to participate in communication and collaboration with one's own strength.

In the past cooperation, she chatted with Kanye West about the ideal and blueprint, and also worked out every detail of her cooperation. She also spent 3 to 6 months with Pharrell Williams -- the normal cooperation series development cycle was 8 to 12 months - making a series of 50 color Superstar sports shoes quickly and quickly, helping the brand create a new profit history in 2015. Before the two explosions, she also supported Jeremy Scott on wings of adidas shoes and bear heads, and Mary Katrantzou, the new British designer who was born in the previous two years, was also the adidas cooperation camp she brought.

"It's really great to work with people who lead the culture," Muscat said of his love for the job. "To be the center of pop culture is really special, and I can see the appearance of cooperative products earlier than everyone else."

However, it has to be said that this is a tedious and even annoying task. Although it is a supervisor, Muscat still needs to pay close attention to every detail -- from the stars of cooperation, to the factory, to the sales channels and the way of communication -- there are many links she needs to personally operate.

"I really need to manage everything, and the whole cooperation starts with me." Muscat said, "so the most important thing for me is to fully trust and respect my partner, and also to be in awe of what the company needs to achieve."

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