Can Adidas Sell A Sports Shoe Up To 25 Billion In 2020?

According to the world clothing shoes and hats net,

Adidas hopes to sell more than 40 million pairs a year.

By 2020, sales will reach 250 billion.

The killer of them to catch up with this goal is a sport shoe with decades of history and named after an unknown retired tennis player.

This sneaker is the Stan Smith, the white leather green shoe tail, was launched in 1971, that year is tennis player Stan Smith Smith to win the second and the last Grand Slam men's single champion after second years.

Through careful marketing planning, Stan Smith has become one of the best marketing examples of the revival of classic products in history, pformed from a product that is almost forgotten by young people.

A must for the tide.

In order to keep pace with Nike, Adidas executives hope to duplicate this marketing miracle.

"We want to redefine the trend of fashion designers and trend makers," said Arthur Hoeld, director of Adidas brand strategy and business development. "This is one of our ideas. We are looking for new boundaries through experiments."

5 years ago, when Adidas began formulating the Stan Smith revival plan, consumers could also buy this product in stores (more discount stores).

Most of the company thought the product had lost its vitality, but Arthur Hoeld did not think so. He saw the revival potential of Stan Smith.

The first step for Adidas is to put Stan Smith off the shelves and stop selling.

By the middle of 2013, there was almost no Stan Smith on the market, and fans were sending e-mails to question Adidas's action. This meant that the first step of the plan had been successful and encouraged Arthur Hoeld and his team.

Later in 2013, Adidas provided some new celebrities to Stan Smith, including singer A $AP Rocky, designer Wang Daren and talk show host Ellen DeGeneres.

Since then, Adidas has provided more celebrities with its customized Stan Smith.

For a while, Stan Smith was so popular with social media that the son of Stan Smith would ask him, "Daddy, is this pair of shoes named after you, or are you renamed the shoes?"

Finally, in 2014, Adidas put Stan Smith back on the shelves and sold for $90. After that, other versions of Stan Smith were launched for different age groups and different groups. Eric Liedtke, Adidas's global brand director, said: "we hope that every consumer can buy 3 to 5 double Stan Smith."

Adidas's current goal is to increase sales from $19 billion 300 million in 2016 to $25 billion by 2020, and Stan Smith will be one of the most important driving forces to achieve this goal.

In 2015, sales of Stan Smith exceeded 8 million pairs, and the total sales volume in the past 40 years reached an astonishing about 50000000 double.

Adidas said its Originals classic products, including Stan Smith and Superstar, increased by 80% in the US last year, up three times the growth rate of collective sports products, such as basketball shoes and American football shoes.

Analysts expect Adidas to grow by about 13% in the first quarter of this year, thanks to strong growth in Tubular, NMD and Boost series footwear.

Excavating Vintage products is very popular in the fashion industry. Now this retro wind is becoming more and more popular in the sports field. Adidas launched the Originals series more than 10 years ago. Its products include 70 age running suit and Gerd M ller football shoes. Rival Puma is also developing the retro products in large scale, and collaborating with designer brands such as Alexander McQueen.

With the concept of sports and fashion becoming more and more intense, luxury brands including Prada SpA and Louis Vuitton are selling high-end sports shoes.

Now, as the freshness of Stan Smith and Superstar has declined, Adidas has begun to excavate new retro products, including the nineteenth Century indoor soccer shoes Samba in the nineteenth Century 50 era. The history can be traced back to the 1960 Summer Olympic Games' Gazelle sports shoes and the Campus sports shoes worn by Beastie Boys in 1992.

Matt Powell, an analyst at NPD research, says Adidas has a very rich resource for retro footwear.

And for Adidas's marketing strategy, at least now Stan Smith herself has been convinced that he said, "I thought 14~24 years old had no intersection with me and Stan Smith, but later it turned out that I was wrong."

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