You might have seen a recently available viral picture of several girls putting on the same instructors. The pair in question were the Adidas Superstar – obviously the must-have brand for young women everywhere. But it’s not only girls of a certain age, could it be? It appears just about everywhere you look nowadays, you’ll see Adidas instructors, hoodies, and general apparel being worn in the name of high fashion – not just sport.
The brand has come quite a distance since the term ‘Adidad’ was coined. This is something that only happened in my college Maybe, but it was used to denote somebody who typically used unfashionable sportswear or offensively white coaches. Kids can be so cruel. So what’s made the brand cool again? Interestingly, Adidas Originals has more followers on Twitter than the main Adidas account now, cementing its position as a cult lifestyle brand truly.
On the flip part, this proves that it is certainly doing something right on social also. Certainly are a few ways it has made its tag Here. Social media marketing is a natural extension of Adidas’s wider method of marketing, especially when it comes to creating hype around its high-profile collaborations. Because the brand snatched Kanye West from Nike in 2014 famously, it has carefully crafted a series of product launches, cleverly building on the rapper’s wider (and fanatical) group of fans.
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Tweeting and posting on Instagram in the run-up to footwear releases, the brand creates substantial interest and pleasure from fans. The V2’s Primeknit upper features SPLY-350 in mirrored text on both feet, engineered within the knit. Meanwhile, from Pharrell Williams to Stella McCartney, Adidas Originals is also shrewd in terms of how it collaborates with high-profile personalities. Unlike other brands, who might use celebrities to front side campaigns merely, Adidas put a huge concentrate on the direct and personal involvement of influencers in the actual designing process.
In doing so, it ensures its collaborations feel entirely genuine rather than purely sales-driven. Again, this is reflected in how it posts on social, continuously reinforcing the core topic of originality and creative and artistic expression. Strikingly similar. Unique Completely. Nothing is original except your true self. Adidas’s resurgence started with the relaunch of its iconic Stan Smith shoe truly. Not only did this draw on feelings of nostalgia, but by emphasizing its heritage, it also helped to reinforce the brand’s impact on subcultures and streetwear such as Brit pop and hip-hop. The social media campaign surrounding its release cleverly made consumers feel a part of the story.
The ‘Stan Yourself’ initiative involved requesting users tweet a photo of themselves for the opportunity to earn a personalized pair of shoes. Stan Smith tongue logo design! This customer focus has been essential to the success of Adidas Originals lately, with the brand looking to create discussion about youngsters and street culture rather than promoting its products. One example of this is the brand’s recent group of live events called TLKS. Offering visible influencers within music and fashion, each one was streamed go on Facebook, while providing fans a distinctive opportunity to relate with Adidas on an experiential level.
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