With trendy sports apparel and shoes outselling true performance and athletic products, Adidas will go global with ads for its Originals fashion brand.
The line accounts for 20% of Adidas sales. The items, with an average price of $70, include the classic Stan Smith tennis shoe, fleece hoodies, skimpy tennis dresses and shimmery T-shirts.
Ads for Originals, the company's first mass-market campaign in 60 years, are going worldwide after kicking off in the U.S. for the holidays.
The line accounts for 20% of Adidas sales. The items, with an average price of $70, include the classic Stan Smith tennis shoe, fleece hoodies, skimpy tennis dresses and shimmery T-shirts.
Ads for Originals, the company's first mass-market campaign in 60 years, are going worldwide after kicking off in the U.S. for the holidays.
Adidas will tap its roster of celebrity and sports endorsers for Originals. David Beckham, Missy Elliott and Russell Simmons appear in an ad that shows people dancing at a crowded party.
"Teens still want something that is fashionable and deals with innovation," says Simon Atkins, director of U.S. marketing.
Brands such as Reebok and Skechers helped make athletic looks fashionable for every day. Brands built more on performance, such as Nike, Puma and Asics, have been trying to move more into fashion to grab some of those profits.
To my mind, Adidas Originals are simply the classic Adidas styles with a slight twist here or there, usually. The most glaring thing is that they use the original Adidas logo... Is that a feedback?
