Posted by Mark J. Miller on February 12, 2013 02:39 PM
Running is about to change forever. Well, that’s what the marketing minds at Adidas want you to think about their new running shoes, the Adidas Boost trainers, which will make their debut Wednesday.
To prove the point, Adidas has released a teaser video (below) that shows off three metal balls being dropped from the top of the frame onto the base material for Boost, EVA (or ethylene vinyl acetate, which is often used in running shoes), and concrete. Guess which ball bounces the highest by far? Spoiler alert: Boost it is.
The Adidas Running website and Facebook page are also teasing the big reveal at a global press event in New York, while promoting the #boost hashtag to stir Twitter conversations.Continue reading...
games people play
Posted by Mark J. Miller on February 12, 2013 10:42 AM
Sports teams always like to make a little more money. (How else will they pay for athletes' salaries?) Among other moves, their quest has led to a rise in alternate jerseys — another object for fans to purchase and prove they really care about their home squad.
Now the NBA’s Golden State Warriors have upped the ante and introduced a jersey that isn’t just alternative — it's being called “groundbreaking.” Made by Adidas, the “adizero NBA short sleeve uniform system” is simply a T-shirt instead of tank top.
This form-fitting model is 26 percent lighter than traditional NBA jerseys; uses moisture-wicking technology to help keep players a littler dryer; and, in a PR move that’s sure to go over well in the Bay Area, made with 60 percent recycled materials. The team will wear the new jersey and the matching pinstriped shorts (inspired by the Bay Bridge) for at least three games this season, starting Friday, according to the San Jose Mercury News.
Adidas, which also just debuted its new Y-3 sports line with a live-streaming fashion show, says it hopes more teams might adopt the sleeved look next season.Continue reading...
Posted by Sheila Shayon on February 7, 2013 06:46 PM
As many high-end brands show off their latest designs at New York Fashion Week, Greenpeace has a big message for the fashion world at large: It's time to clean up your act.
The latest from Greenpeace’s global Detox campaign is its “Fashion Duel,” with Italian actress Valeria Golino leading the charge for the industry to make environmental stewardship a priority in their operations.
The "duel" sets out to rate 15 Italian and French high-end luxury brands on three areas of the global supply chain — leather, pulp and paper and toxic water pollution — and highlights their differences in policy on toxic water pollution and deforestation.Continue reading...
Posted by Mark J. Miller on January 29, 2013 02:04 PM
Reebok is expanding its push in India, with large marketing campaigns, new products and tie-ins to big national sports stars.
The move comes as analysts say India, with more than 1.2 billion people, is ripe for market expansion. The India market research firm RNCOS found that the “Indian sports apparel market was set for annual growth of around 34% during the 2010-14 period.”
Seems like it’s a good time for Reebok to capitalize, especially since another report found that 15- to 24-year-old Indians labeled Reebok owner Adidas “the nation’s second ‘most exciting’ brand behind soft drinks giant Coca-Colas.”Continue reading...
Posted by Abe Sauer on January 24, 2013 01:07 PM
With the Year of the Snake dawning, Nike's zodiac cycle is complete: The approaching Chinese New Year will bring what Nike claims is a 12th version of its special edition zodiac animal-themed shoes.
In 2001, Nike had just one zodiac offering, the Air Force 1 Low 3M "Snake." In the ensuing years, some Nike zodiac shoes were better than others. (Air Max 1 Year of the Ox, anyone? Nike Dunk High pigs?). This year, with a better creature to work with, and as it had with last year's Year of the Dragon, Nike —along with its Jordan brand — has introduced a collection of serpentine shoes.
Nike isn't alone: Shelves of shoe stores in China are about to be filled with scaly offerings that would make Indiana Jones shudder. Continue reading...
Posted by Shirley Brady on January 14, 2013 11:04 AM
The National Retail Federation's annual conference is in full swing in New York, with retailers, brands and vendors convening at the Javits Center to take a closer look at how digital technology is bringing brands closer to consumers at the point of sale.
In 2011 at the NRF "Big Show," Intel unveiled its vision of the “Connected Store,” featuring interactive demonstrations from leading retailers including adidas, Best Buy and Kraft Foods that aim to integrate the best of online, mobile and in-store shopping with traditional retail environments. Adidas demonstrated its adiVerse virtual footwear wall powered by Intel, featuring a touchscreen interface and 3-D rendered graphics.
At last year's NRF Expo, Intel continued to highlight technology innovation through work with retailers including HSN and Macy’s, delivering more relevant and entertaining experiences to shoppers. Intel's booth showcased Macy’s BeautySpot digital experience as a means to offer customers a helpful and fun way to evaluate cosmetics across multiple brands.
And in 2013 at the National Retail Federation Expo, Intel (as you can watch below) is showing its work for McCormick, adidas and Costa Coffee, harnessing intelligent systems to help digital shoppers "quickly and easily research products, find reviews, compare prices, share experiences with friends." The goal, says Intel, is creating "fun and memorable brand experiences as well as new ways to ensure the goods customers want are immediately available," as demonstrated in 2013 NRF Expo video, below.Continue reading...
Posted by Shirley Brady on January 9, 2013 12:09 PM
Greenpeace has added Uniqlo to its list of global fashion brands and retailers signing its Detox pledge, making "a public commitment to eliminate all releases of hazardous chemicals throughout its entire global supply chain and products by 2020."
The commitment covers all Fast Retailing-owned brands — Uniqlo, Comptoir des Cotonniers, Princesse TamTam, GU and Theory — which together operate more than 2,000 stores. "Uniqlo recognises clean water as a critical global issue, and is proud to join Greenpeace in its campaign to eliminate hazardous chemical use," stated Yukihiro Nitta, Fast Retailing's executive in charge of social responsibility. The company also vowed to disclose discharge data from at least 80% of its global suppliers (including all their facilities) by the end of this year.
As the environmental group blogged, the Uniqlo deal "comes just a month after Zara, Mango, Esprit and Levi's announced similar individual commitments, responding to waves of pressure from activists and consumers around the world. Competitors in the fashion world including GAP, G-Star Raw and Calvin Klein are looking increasingly out of touch now that 12 of the world's top high street fashion brands have committed to Detox." Other Detox signatories include Adidas, C&A, H&M, Nike, Puma and M&S.
Posted by Mark J. Miller on December 21, 2012 03:03 PM
This was supposed to be an off year for Adidas. After all, its Reebok subsidiary was set to lose the NFL apparel deal that it had had since 2001 to Adidas archrival Nike. Plus, NHL players wear Reebok and that league’s season hasn’t started yet due to financial differences between the owners and players. That’s not a help to an area that generally brings in $132 million annually. So last month, CEO Herbert Hainer had to tell investors that the company was adjusting its sales expectations for the year.
However, the Financial Times notes, Hainer also had some good news to share: “We will see record sales and earnings in 2013,” he said. “All that I hear from the markets is that we are winning market share in each and every country.” And, adjustments or no, things didn’t go badly for the sportswear giant this year. Its stock price is up 40 percent from the same point last year.
The FT attributes the stock price staying strong for Adidas partially because of the strong confidence of Hainer and his “shrewd instinct about where the sports goods business must go next to expand its appeal to customers.” Serving an aging market as well as helping people deal with the obesity epidemic are two areas that are helping the bottom line at Adidas.Continue reading...