Who Is The Driver Of Adidas'S 450 Million Profit In The First Three Months Of This Year?

Recently, Adidas's financial statement data show that in the first 3 months of 2017

The profit margin rose by 30% to 455 million euros.

Its sales in the world increased by 16%, and its sales in China increased by 31%. Compared with other sports brand competitors, Nike increased by only 3%.

This optimistic data has to thank Adidas for its marketing strategy in North America, which has been working with singer Pharrell Williams and Japanese designer Yohji Yamamoto.

Pharrell Williams

Yohji Yamamoto

Before we get to know more about the two behind the scenes contributor to Adidas 455 million profit, let's first look at where all this started.

Back in 2015, Adidas released the two models of Yeezy Boost 350 and Ultra Boost, becoming the largest brand new sneakers at that time.

In the absence of these two models, the Adidas announced that another new shoe -NMD would be released at the end of the year.

NMD's inspiration comes from Adidas's previous three paragraphs.

Boston Super, Micropacer and Rising Star.

NMD was unveiled in New York and soon it was sold out.

For a while, the major social media are talking about NMD, which is very hot.

However, unlike the previous Adidas's ZX Plux, the introduction of "Yi" has attracted a lot of attention, but later it slowly launched the line of vision.

NMD is different this time. Every time we launch a new color, it is super hot and short of demand.

The price of re trafficking in the market has also been nearly $1000.

Singer musician Pharrell Williams is not the first time to cooperate with Adidas. From the previous Stan Smith to clothing to sportswear, it shows his great influence on the trend shoes.

The Pharrell Human Race NMD series is another new improvement and design based on NMD.

A humanitarian concept is added: everyone in every corner of the world is one.

The vamp is printed with a visible'Human Race'font, reflecting the connection, love, passion and energy among human beings.

Yellow is also the most popular selling color. The two sale price of each pair of shoes is $1000, but the family of wine red friends that came out later reached 7000 dollars.

Pharrell Williams is undeniably one of the most successful artists in collaboration with Adidas.

But in fact, Japanese designer Yohji Yamamotot is the one who brings design and fashion to the Adidas brand.

Yohji Yamamoto x Y3

Since its first cooperation in 2003, Y3 has been set up by the world's sports shoes brand for benchmarking and design direction.

Yohji is famous because he never blindly follows the trend.

Although he has worked in the fashion circle for 45 years, he still doesn't like being called a fashion designer.

"I hate fashion. I'm not a fashion designer. I'm just a designer."

Yohji's view of the fashion industry and his independent working style enable him to maintain his secret of long-term success to today.

We are very much looking forward to what kind of surprises Adidas will bring in the coming year. Is this optimistic sales volume going on? Let's wait and see.

Adidas will launch more new colors of Pharrell Williams and Adidas NMD Human Race Series in the autumn of 2017.

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