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Archive for the tag “sneakers”

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.”


The second-hand sneaker trade. Major profits in collectible Nikes.


Sticking with our recent topic of sneakers, we recently read a fascinating article by Lisa Chow in about the second-hand sneaker market.  We all knew there were sneaker collectors.  Those fanatics willing to stand in line on a Saturday morning to pick up the latest pair of Jordans or Lebrons but who knew they could be resold for thousands of dollars.

While the majority of individuals are buying for their own collections, some entrepreneurial spirits are collecting on Nike’s strategy of offering limited edition and supply sneakers.  With a secondary market estimated to be approximately $230 million, it’s not chump change.

While we love living in a pair of comfortable sneakers, second only to a great pair of flip-flops, you do need to know when to leave them in the closet for a pair of casual shoes but if the occasion calls for it maybe your next pair of kicks will be something with a small Jordan figure leaping across the back.

Shirod Ince sat at the front of a line of more than 100 people, mostly guys in their early 20s, on a Friday evening last month. For two days, he and his friends had been taking turns waiting outside a Foot Locker in Harlem to buy the new LeBron sneaker. Through the long, restless hours, they had sustained themselves on Popeye’s, McDonald’s and a belief that it would all pay off in the end.

Ince had no plans to wear the new Nikes. No, for the past two years, the 22-year-old basketball coach has been reselling the sneakers he waits for. And he thought he could double, triple, possibly even quadruple his money for this particular pair, getting anywhere between $500 and $900 for a sneaker that was selling for $250 retail.

Read the entire article here:

Eytys. Hitting the mark or better left in the past?


I recently discovered the Swedish sneaker brand Eytys (pronounced like the decade, 80’s).  I was attracted to the minimalist, utilitarian aspect of the initial product, “Mother”.  A basic, single color sneaker with a fat white sole.  Basic, straight forward and understated simplicity.  Built to be comfortable and versatile.  Plus they come from a small privately owned company and we always like people who take the dive to make their dream products.

The Mother is made in canvas, suede and leather, priced from $150 to $230.  Eytys also produces a high top for $300.  All a little on the pricey side.  Especially for something so straight forward but in a world where most quality training sneakers cost $750-$150 its not insane.

 In a little over a year, Jonathan Hirschfeld and Max Schiller have managed to turn their fledgling Swedish sneaker brand, Eytys (pronounced ’80s’ and spelled with Ys in reference to Generation Y), into a growing cult sensation set to generate €2 million (about $2.5 million) in revenue in 2014. This is surprising, considering that, until very recently, Eytys made only one product: a unisex platform sneaker with a significantly thick rubber and cork sole and a minimal upper that looks like a ubiquitous deck shoe. This model, the “Mother,” gleans its maternal name from its “mothership” status as the label’s first foray into footwear.

To read the entire article from The Business of Fashion:

Has anyone tried them?  Let us know what you think.

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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