In addition, adidas Originals will continue to build a connection with teenage consumers and is now using a constant stream of digital content to keep them interested 365 days per year (for example on Facebook, adidas Originals already has over 2 million fans). This is an exciting area for the brand’s consumers and an area where adidas Originals is currently a leader.
The Fashion Group: adidas is fashion
In 2002, adidas entered high-end fashion, collaborating for the first time with one of the most innovative and highly regarded global designers: Yohji Yamamoto. Creating the Y-3 brand, adidas combined the worlds of fashion and sports, making adidas a true pioneer in the field of sport-inspired, high-end, premium fashion.
adidas is now actively looking to leverage its fashion credibility to grow its sports lifestyle business in new price points and distribution channels. With collaborations such as Y-3 and Porsche Design Sport already at the top of the fashion pyramid, in 2009 adidas introduced adidas SLVR to expand its presence among mid-price-point consumers, while at the same time further expanding adidas Style Essentials to capture a younger, more price-conscious consumer.
adidas identified that there is a market need for sophisticated, classic, yet fresh and confident sportswear that lasts longer than one season. adidas SLVR will fulfil this need. Since launching adidas SLVR in February 2009, adidas has opened stand-alone retail locations in New York, Paris and Bangkok. adidas SLVR is also carried in all major adidas brand centres in Berlin, Beijing, Paris as well as in adidas online stores in the USA and Europe. In 2009, adidas SLVR was also introduced to wholesale partners in Japan. In 2010, adidas SLVR’s distribution base will be widened, including its introduction to wholesale partners in the United States.
Incorporating footwear, apparel and accessories, adidas Style E ssentials focuses on young, style-adopting consumers that shop at volume distribution channels and at more accessible price points. It capitalises on existing trends and brings them to market more rapidly than traditional sporting goods timelines.