Analyze How Adidas Promotes The Sales Of Brand Sports Shoes By Restoring The Old Style.

Adidas plans to move ahead of 2020.

Sales increased from 40 million pairs per year to more than 50 million pairs a year.

To achieve this goal, to a large extent, we need to attract young people and fashion people who pursue fashion.

Adidas's strength is a tennis shoe with decades of history.

This shoe is named after an American retired tennis player.

The athlete now lives in South Carolina. He has not won any major events since 1980.

The shoes called Stan Smith (Stan Smith) are made of white leather with light green at the back.

When Stan Smith (Stan Smith) won his second and last single grand slam in his career at the age of 70, Adidas designed Adidas shoes for him.

Because of the meticulous publicity work, this unknown player has pformed from a declining rural father into an advertising element with fashion elements.

He has also completed the greatest comeback in the history of marketing.

Arthur Hoeld, director of brand strategy and business development, said: "we are working with fashion designers and designers to create something new." Arthur Holder

This is also part of our brand concept: breaking the boundaries and making to push boundaries (to experiment).

In fact, when Adidas planned to re produce Stan Smith five years ago, the shoes were still on sale, although in many cases, the shoes appeared in discount stores.

Some people at ADI think Stan Smith has lost its original appeal, but many executives see the potential.

Their confidence comes from reports related to Philo Phoebe, the creative director of C line fashion house. She shows her sports shoes, Stan Smiths, in her program, Phoebe.

The Holder team plans to design a brand that looks grassy but actually trends fashion for consumers.

Even though many parents were too young to remember Smith appeared on the central court with the same name sneakers.

Individualized design

The first step was quite unexpected: in 2012, Adidas withdrew the shoe from the market and left it with the impression of permanent action.

By the mid 2013, it was hard to find Stan Smiths sneakers from the market.

Some eager consumers asked why they no longer sold this sneaker.

Later in 2013, Adidas launched a new version of Stan Smiths, and invited celebrities such as Rap singer A$AP Rocky, designer Alexander Wang (Alexander Wang), and talk show host Alan DeGeneres (Ellen DeGeneres) to help promote publicity.

In order to attract celebrities to wear this sneaker, ADI has added many personalized designs to many of the shoes presented as gifts, including the pattern on the tongue of shoes has been replaced by a receiver's portrait.

In September 2013, when Gisele B B ndchen appeared in white socks and Stan Smiths, sales of Adidas shoes reached a level of popularity.

At the same time, Adidas has launched a video of less than two minutes on the Internet. Many video and sports stars are performing in Stan Smiths.

In this video, Smith's own son once asked, "Daddy, is the name of this shoe for you, or do you name it according to the name of this shoe?" Smith sighed, "people think I'm a shoe."

The first pair of new shoes cost about $90, and have been pursuing simplicity in design.

The shoes are white, and the tongue and heel have color matching.

In early 2014, Adidas began to launch new sports shoes for those hard core fans.

After that, the retailers began selling the shoes.

A few months later, department stores and big stores began selling the shoes.

Later in the year, Adidas began designing and manufacturing Stan Smiths, a byproduct of high heels, artificial crocodile skin and honeycomb leather.

In addition, there are 10 pairs of special sports shoes Handpainted by singer Farrell Williams (Pharrell Williams).

The sneakers are sold at Colette fashion boutique in Paris, priced at Euro 500 ($545).

In 2015, Adidas launched special sports shoes for people of different age groups and tastes, including simulated ostrich leather, Velcro, pink white highlights, blue horsetail hair labels and a new Kermit the Frog.

"We want a consumer to buy four to five pairs of shoes," said Eric Liedtke, chief executive of Adidas global brand, Eric Liedtke.

Sales exceed 50 million pairs

Adidas plans to increase its sales revenue from 19 billion 300 million euros in 2016 to 25 billion euros in 2020.

Stan Smith will help a lot in this process.

In 2015, the sales volume of the sneakers increased to 8 million pairs.

This shoe has sold over 50 million pairs in the past forty years.

Although ADI has not released specific data, market research firm NPD Group Inc. estimates that Stan Smith sales in the United States increased five times last year.

ADI also said that sales of retro brands, including Stan Smith, and another hot Superstar, which were endorsed by rapper Run-DMC, increased by 80% in the US last year.

This growth rate is more than three times the growth rate of footwear such as basketball and rugby.

Some analysts said that with the strong growth momentum of sports shoes such as Tubular, NMD and Boost lines, Adidas's sales in the first quarter of this year will increase by 13%.

It is not a rare thing to excavate sports fashion from history.

Adidas started developing retro style sneakers more than 10 years ago. In 70s, the shining version of the track suit and Gerd M M special shoes were typical examples.

ADI's other rival, Puma, has also begun to develop retro sports shoes by working with famous designers such as Alexander Maqueen (Alexander McQueen).

Now Prada SpA, LV and other brands are selling luxury sports shoes, and the concept of sports and fashion has become ubiquitous.

In the past, Puma has been committed to developing and producing athletic shoes that can improve athletes' performance.

As a result, Puma's profit margin has dropped from 25% to 5% in the past ten years.

When the sales growth trend of retro sports shoes such as Stan Smith and Superstar began to slow down, Adidas began to turn its sights on other retro style sneakers.

In 1950, indoor soccer version sports shoes, 1960 Rome Olympic suede gazelle suede Gazelle sports shoes and 1992 "savage boy album" Check Your Head appeared in the Campus version of sports shoes are under consideration.

NPD analyst Matt Powell (Matt Powell) said: "retro shoes will become the focus of fashion again."

Stan Smith himself had doubted the success of the strategy before, but now he has changed his mind.

He said: "I thought those people who were 14-24 years old would not have anything to do with me. Such a sales strategy would not succeed.

But now I have proved that I have made a big mistake.

The first signature shoe in history

Speaking of the first real signature shoe in Sneaker history, many people first responded to Jordan's Air Jordan I. However, Stan Smith was born in the 60s of last century, and it was 13 years earlier than Jordan's Air Jordan I.

Not only that, Stan Smith has also been an object of imitation for other brand retro shoes, such as Nike's Tennis Classic and Visvim's Foley-Folk.

For many years, Stan Smith has always been ADI's best selling shoes, and these shoes, like being enchanted, basically fire every 10 years.

Because shoes are too hot, Stan Smith said, "some people will think my name comes from a pair of shoes, or I work to make shoes."

Unlike most players, tennis is not Stan Smith's first choice.

The high school student who graduated from University of Southern California is definitely a sports person.

He was good at tennis, basketball, athletics, and even played baseball and rugby in college.

"My preferred sport is basketball all the time."

Restricted by his figure, he did not enjoy the coach of the school basketball team.

There is a little secret. Smith didn't disclose to the outside world until he retired. "I used to be a Davis Cup caddie when I was young, but the organizers probably thought I was a bit clumsy and refused me, which made me sad at one point."

However, his excellent tennis ability allowed the University team coach to take care of himself. "My coach has found me many times and told me that it is suitable for tennis circles to develop, so I joined the school tennis team and began to set foot in amateur competitions.

Looking back, he was right. "

In 1970, the American who had just moved to professional tennis for two years broke through in the year-end finals in Tokyo, and finally lost his friend Arthur Ash to the second runner up of singles.

Subsequently, Smith gradually became a "champion machine". He won the two singles Grand Slam of the US and Wimbledon in the next two years.

In his career, he not only won 39 singles titles, but also won 54 doubles championships (including 5 Grand Slam doubles).

In the early 1970s, Stan Smith became a hot star in the professional tennis industry. The outstanding performance of the American player attracted Adidas's attention.

Khost Darth, a Adidas business leader who aims to open up the US market, has found Smith's agent.

Stan Smith, who had studied business at University of Southern California, learned that Khost wanted to endorse a pair of tennis shoes, but he did not want to simply cooperate. "I don't want to just take an advertisement for a pair of shoes."

His agent said that Smith was discussing cooperation with CONVERSE, so Adidas wanted to bid with the contract.

At this time, Stan Smith throws up his own idea. "I don't care about the target of the contract. I care more about a product line of my shoes. All the shoes are named after me."

This innovative idea has won the approval of Khost, and eventually the two sides hit it off.

In addition to the fixed sponsorship fee, Stan Smith can get 5% of the sales profits of the shoes in 5 years, and he can get 3% of the sales profits from the other styles derived from the shoes in 10 years.

The typical case of sponsorship contract was born.

Smith's business sense of smell is as accurate as expected. His shoes, which are named after his name, printed his portrait on the tongue, and printed his signature. He soon sold it in the market.

According to the ball game, the total bonus is usually only 25 thousand dollars.

And Stan Smith's contract also opened up a new sponsorship mode for players: opening up personal product lines and distributing profits in proportion.

According to reports, when Jordan signed Nike, he also proposed to imitate Stan Smith and ask for the development of personal product line.

And the basketball flying man is well known.

Smith's sponsorship contract has affected the entire professional sports arena. Federer, Sharapova, Nadal and Djokovic have also created their own name equipment production line after becoming famous.

For more information, please pay attention to the world clothing shoe and hat net information report.