Source: https://www.adidas.com/us/donovan_mitchell
One of the best things about how sneaker stores used to look, used to be the visual merchandising. Before I even understood the power of the visuals placed around merchandise in a store, before I understood the power of print magazine ads featuring Chauncey, Tim Duncan, and T-Mac, as a head coach, I knew what I wanted my teams to look like because there were visual cues available that resonated at retail and in print.
Insider Ties: The Next Wave Is Here: adidas Adds Eight to 2016 Rookie Class
In the post above, I discuss the classic “Basketball is a Brotherhood” campaign in relation to new adidas signees. I explained that basketball is not what it was and that although the players being signed would not produce a signature athlete, adidas could at least capitalize off of an old campaign that resonated. I’ve discussed the issues around basketball/signature sneakers and flat sales. I have a lot of articles on this site you can read where I explain what is wrong with basketball signature shoe sales for adidas. You can browse through over 300 posts by clicking this link: https://arch-usa.com/?s=adidas+basketball
I took this picture a few days ago after asking a few questions about sales on the adidas Crayola Pack. You can see the three colors in the center of this wall. adidas built the D.O.N. #2 without any clear markings on the side that establish the brand. This shoe could be made by anyone. If you look closely at the wall there are UGG boots, adidas footwear, Puma basketball and sportstyle shoes. There are sale items around the shoes and while the Crayola pack is differentiated by the box, if I didn’t say that those were the Crayola D.O.N.s, would you know that? Do you think parents know this? Do you think kids or parents know who Donovan Mitchell is?
Does adidas actually care about the signature shoes they are producing? They have to care if they are making the products, right? Why sign an athlete and create footwear with themes, the D.O.N. has a Toy Story theme, this Crayola theme and a Marvel theme. None of the shoes are ever hit resale, and not a single retailer has any merchandising to highlight the models. When a retailer does carry the shoes, as shown above, adidas basketball isn’t differentiated or informative in its presentation, leaving young sales leads and visitors to the store without any idea of knowing what the shoe represents. adidas can’t really care about this model… or is merchandising a thing of the past because of the amount of shoes being produced?
It’s not fair for me to say that adidas doesn’t care. I know that retailers prior to Covid-19, less so since stores reopened, are inundated with too much product leaving the inside of retail locations cluttered and unable to display shoes in a manner that might invite a person to try something new, or learn a story. But… there could at least be a magnetic backdrop inside of the box, or just a small QR Code tag placed next to sneakers with stories. The question is, does the retailer or brand bear the responsibility in delivering a better, more informed experience to the consumer? Does the consumer really care?