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It’s hard to overstate the importance of the adidas Superstar to streetwear culture and, obviously by extension, hip hop. As Angelo Anastasio, adidas’ marketing director between 1984 and 1991 claims in the “Just for Kicks” sneakers doc, in the early ’80s, “the Superstar was dead. But Run Adidas ZX Flux Mujer DMC singlehandedly brought that shoe back”.
When the group burst onto American airwaves and started making it big in 1982, they did it as the first black hip hop group to dress in the same way as they dressed on the streets of their native Hollis, in Queens. Run DMC supplied a look that seemed to fit hip hop’s sounds more than anything that’d come before, with Godfather Nike Air Max Thea Womensand bucket hats, leather jackets and black jeans worn with white adidas Superstars, with the “shell toes” worn sans laces. Why no laces? Cos this was the look forced upon people in jail, and worn as a style statement by those outside of it.
It’s hard to imagine now, but that look, and that deliberate reference made by Jam Master Jay, D.M.C. and Rev. Run to people serving time, caused a small storm across the US, not least within certain parts of the black community as well. It resulted in Dr. Gerald Deas, an older man, also of Hollis, to pen the anti-sneaker “positive” rap track “Felon Sneakers” in 1985, with two others under the name Creative Funk. Run DMC responded in style, releasing their famous love song to the sneaker, “My Adidas“, in 1986. Not long after, adidas and Run DMC signed the first deal between a hip hop Adidas ZX Flux Womens Black artists and a major corporation, with a Run DMC-endorsed line of adidas wear following not after.
Adidas leapfrogged Under Armour to become the second-best-selling sports footwear maker in the U.S. this year through September, Schwartz says, though its share is still about a ninth of leader Nike’s. Adidas says it sold 8 million pairs of Stan Smiths globally last year—out of 50 million over the past four decades. It also sold 15 million pairs of Superstars, the white low-rise basketball shoes immortalized Nike Internationalist Donna by Kareem Abdul-Jabbar in the 1970s and transformed into hip-hop essentials by rappers Run D.M.C. in the ’80s. “They are gaining market share at the expense of Nike,” says Cédric Rossi, an analyst at investment bank Bryan, Garnier, who notes Adidas’s currency-adjusted sales grew at double Nike’s pace in the spring quarter.
Nike Air Max Classic BW DamesChief Executive Officer Herbert Hainer, who retires on Sept. 30, has over the past few years decentralized the company’s marketing, advertising, and research and development. In soccer, a flagship sport associated with Adidas since the 1950s, general manager Markus Baumann says he now has more control over sales, design, and sponsorship budgets and doesn’t need to tap headquarters staffers to get things done.
Hainer is funneling marketing spending into six trend-setting cities: New York, Los Angeles, London,Nike Air Max 2016 Donna Paris, Tokyo, and Shanghai. He’s also constraining supply of hot shoes such as the NMD to build buzz and amp up demand. In the coming weeks, for example, new versions of Stan Smiths and Superstars will add Adidas’s bouncy Boost running sole—usually found on its most serious athletic shoes—to help keep interest high in the Nike Internationalist Femme retro-inspired models.
Adidas has also rethought its sponsorship policy, downplaying broad leaguewide tie-ins, such as the 11-year NBA sponsorship deal that it ended in 2015. “In the past we couldn’t own the runner, the basketball player, the soccer player,” Liedtke says. Nowadays, Adidas backs individual players such as NBA star James Harden and European soccer’s Paul Pogba, who are more likely to connect with kids. “It’s the player behind the club who’s influencing the younger generation,” says John Guy, an analyst at brokerage MainFirst.
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| Beitrag vom 12.12.2017 - 07:40 |
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| aaaa |
12.12.2017 - 07:40 |
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| myy |
27.12.2017 - 09:25 |
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