All Day I Dream and Stuff
Don’t call it a come back they been here for years and judging by how fast their lifestyle shoes (the N M D) are flying of the racks they are on track to claiming the race in footwear.
As of now the German based company Adidas is 3rd in USA sales; topped by their nemesis Nike and the new competitor Under Armour. Analyst Matt Powell explains “The USA accounts for 40% of all sportswear sales globally and Nike gear is lapped up on a huge scale, whether it’s innovative running gear (where it owns roughly 60% share of the market) or must-have basketball sneakers (a staggering 90%).”
What’s interesting is not seen on the consumer reports but what Adidas is doing – something familiar yet fresh all at the same time. Although Adidas does have star athletes on their roaster like David Beckham and Derrick Rose they find their popularity and stake their claim in the lifestyle division which is ran by Jon Wexler. Under his direction Adidas has managed to bring the Space Age Frontier to the local consumer with NASA boost technology. This patented technology was originally intended for the Adidas running shoes, but because of its incomparable comfort it expanded to the lifestyle division.
This coupled with bringing in people that drive culture, Adidas is allowing the streets to dictate what is hot and what people are wearing. If you were around in the 80s you saw this same effect with Run DMC. It was this rap group that showed the influence of the culture they represented; popular on the streets and not in the boardroom. More recently Muhammad Ali, Missy Elliott, Pharrell Williams, Big Sean, and of course Yeezy is allowing adidas to jump over the jumpman. Helping push the lifestyle to the front of the line appealing to multiple ages and interest.
For me growing up in the 90’s at the peak of the Air Jordan era, Nike reign supremes for cool kids and wanna be’s alike. It wasn’t uncommon to see someone hazed, jacked, or even killed over shoes. Adidas was the safest way to look fly.
(Photo courtesy of The Breakfast Club)
Jon Wexler explained to the breakfast club that Adidas doesn’t purposely make shoes exclusive that are in demand, it has more to do with resources. The Yeezys for example are exclusive because NASA gives them a certain amount of the boost technology. has to be rationalized between all the shoes unlike Jordan which is made cheaply and could be reproduced very easily but is not for reason unknown but I digress. As a longtime fan of Adidas it is nostalgic for me to buy a pair and see them come full circle back on top as they continue breaking the mold of the standard of cool.
As a Dancer growing up the shell toe protected my feet allowing me to defy gravity and move similar to a ballerina on my toes. The new Boost technology allows me to be faster and look fresh. I’m telling you once you wear them it is very hard to go back to anything else.
After all who needs air when you have space foam.