The coolest shoe on the street is a 44-year-old from an earlier era.
The Adidas Stan Smith seems suddenly ubiquitous, but its rise hasn’t been as sudden as it seems. Adidas had already sold more than 40 million pairs of the shoes, when it decided to breathe new life into an old classic by first completely wiping it off the market in 2012 and then reintroducing it with careful, almost surgical precision in 2014. This was accompanied by an aggressive marketing push, with social media celebs and influencers such as Celine designer Phoebe Philo and singer Pharrell Williams at the forefront.
To read the rest of this story, please visit Glossy.
More in Marketing
Future of Marketing Briefing: Media measurement is becoming an asset in boardroom theater
Major advertisers spent their quarterly earnings calls talking up media effectiveness efforts to analysts and shareholders this week. It suggests a shift in the way C-suites consider ad spend.
Nike, Lululemon hit with lawsuits alleging deceptive ‘phantom discounts’
In recent weeks, major global brands have been the subject of lawsuits alleging deceptive pricing strategies.
Inside Unilever’s 300,000 creator network: the logistics behind the headline number
Unilever says it works with 300,000 creators, but not all of them play the same role. Agency executives explain what that number means.