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Archive for the tag “Adidas”

No more waiting in line for limited edition Adidas sneakers.

Adidas Year of the Goat / source Adidas

Adidas Year of the Goat / source Adidas

Technology is coming to save sneakerheads from standing in long, cold lines for the latest release of the newest pair of Adidas.  Thanks to a new app named Confirmed, Adidas fans can reserve their pair of limited release kicks without fighting off the masses.

By Kyle Stock at Bloomberg

Are limited-edition sneakers still special when buyers can reserve them via an app, like a pizza or a pair of movie tickets? Adidas hopes so.

The German sportswear giant just launched Confirmed, a mobile platform that will let sneakerheads skip the long lines at Foot Locker, obscure shoe lotteries, and the occasional disturbance of the peace that come with the sale of a rare pair of shoes. “You hear a lot of chatter and frustration that the existing system is somehow rigged for friends of friends or VIP customers,” said Simon Atkins, the company’s vice president of brand activation. “We saw a real opportunity to change the paradigm with customers.”

Here’s how it works: Consumers who download the app, register with personal details, and allow push notifications from Adidas will get offers to reserve limited-edition shoes and apparel as they become available. Those who respond first are given the right to buy the products at a certain time and place, both in Adidas-owned stores and other retailers.

“The primary function for us it to create an equal and uniform experience for all consumers,” Atkins said. “We’re creating a virtual line.”

An app is also a great way to carefully parse who gets the sought-after shoes. If Adidas has 500 pairs of a particular model and wants them going only to urban tastemakers, it can confine its reservation blasts to such places as Antwerp, Belgium, and Brooklyn, N.Y.’s Bushwick neighborhood. This is a way to reward the most loyal customers.

Just wanting the shoes badly and beating everyone else to the store will no longer be enough. On the flip side, digital computer programs—so-called bots—won’t be able to scan the Web for reservations and lock up multiple pairs of shoes ahead of release dates. There are already plenty of apps for sneakerheads that indirectly link customers to coveted shoes. The “buy” button on the Sneaker Crush app, for example, takes browsers to secondary market listings at which sellers are auctioning shoes that have yet to be released.

Cultivating a class of super-customers, meanwhile, cannot come soon enough for Adidas, which posted a 19 percent slump in profit in the first nine months of 2014. Nike generally dominates the special sneaker market. But Adidas has recently been signing celebrities and star designers to bolster its credibility with collectors, including deals with Pharrell Williams and Kanye West.

When it comes to sneaker sales, West makes Michael Jordan look like a slow-footed rookie. In 2009, Nike quickly sold out of 3,000 pairs of Kanye-designed “Air Yeezy.” With a retail price of $215, a pair of the shoes quickly fetched more than $4,000 on EBay and other secondary markets. This week, a new pair of the Yeezys was listed on EBay for $6,000.

Atkins at Adidas wouldn’t say exactly when Kanye’s new sneakers will go on sale, but the app was designed in part to manage the wave of demand expected for them: “Unprecedented, I think, is probably the best word.”


Can Nike and Adidas be both performance and fashion based?


(L) Karlie Kloss modelling Pedro Lourenço for Nike, (R) Mary Katrantzou x Adidas | Source: Nike, Adidas

(L) Karlie Kloss modelling Pedro Lourenço for Nike, (R) Mary Katrantzou x Adidas | Source: Nike, Adidas

More and more Nike and Adidas seem to be focusing on the fashion elements of their businesses.  While many of their products clearly are designed with a blend of performance and style, it becomes more and more obvious that quite a few of their products are designed with the thought that they will never see a drop of sweat.  The collaborations with stars from the athletic, music and fashion industries leave little doubt that form rules over function.

Does this reduce the consumers desire to brand themselves with the swoosh or three stripes because of a reducing level of performance credibility or drive consumption as we seek the coolest, newest look.  Clearly the every increasing billions that these global giants are raking in suggests the latter.

Robin Mellery-Pratt at Business of Fashion takes a closer look…

On Monday, Nike launched a new capsule collection, dubbed NikeLab x JFS, with Berlin-based Acronym designer Johanna F. Schneider. On Thursday evening, at Paris men’s fashion week, Adidas is set to unveil a new collaboration with Junichi Abe’s Kolor. Together, the launches are the latest in a crescendo of fashion-related activities by the world’s top sportswear brands, whose core identities have long been more squarely rooted in athletic performance.

Traditionally aligned with athletes, Nike recently began working with fashion model Karlie Kloss on a major women’s marketing campaign. Though Kloss is a former ballet dancer who practices yoga, the company has never before partnered with a fashion model on this kind of scale. What’s more, in October, Nike staged a high-profile fashion show in New York as part of its “Women’s Innovation Summit” — attended by scores of fashion editors and featuring Kloss and a small army of models — to unveil its collaboration with Brazilian designer Pedro Lourenço.

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Knit soccer boots taking over the pitch


March is a big month for both Nike and Adidas as they are set to launch their latest in footwear technology on the soccer pitch.  With the upcoming releases of the Adidas Samba Primeknit and Nike Magista, knitted athletic footwear is primed to be the next big thing.

Nike applies their flyknit woven upper currently featured in their running sneaker line in combination with a NikeSkin outer layer.

Adidas promises a second-skin like fit that utilizes a one-piece knitted upper featuring a high precision coating that provides the strength, protection and waterproofing of a conventional boot.

Knitted elements are popping up more and more in the Nike and Adidas lines. Following the movement towards minimalist footwear, knitted uppers claim to fit more like a sock while the fabrics have been engineered to not only have the necessary durability and support but also offer flexibility, breathability and a more custom fit.

What have your experiences with knitted athletic footwear been?  Let the ShorteesStyle community know.

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