adidas by Stella McCartney combines design with purpose for launch of Parley Ultraboost X
adidas recently stated that they wanted to reach 5.3 Billion in sales in the US market. They hit 3.6 Billion last year in an incredible surge. I’ve written several articles on why this growth won’t sustain, but in each post I explained that if adidas continues to build programs like Avenue A and they continue to combine social awareness and marketing with solid product that they could maintain.
I tend to doubt that a brand will stay the course, but adidas continues to prove me wrong with consistent socially aware collaborations like this new Stella McCartney and Parley UltraBOOST. The Parley connection for adidas began in 2015 but the first product wasn’t released until last year. The reception has been great and with the recent evidence provided that athleisure is actually contributing to plastic in the ocean via the microfibers that shed from elastic based clothing, adidas kills two birds with one stone.
They show the market that they are environmentally conscious and they give the market a product that is designed beautifully with an influencer that is respected. While I often contribute the recent success to Yeezy and adidas’ content creation, I am constantly reminded that the brand has an ear to the ground when it comes to social issues.
I’m still not quite sold on the continued explosive growth (I know they are growing, but the giant gains are over), I can’t deny The Three Stripes is shining brighter than any brand out here right now which means that the 5 Billion goal will probably be surpassed.
Use the source link to check out more on the Parley x Stella McCartney project.
Recap: Avenue A | adidas – Has Adidas Disrupted the Women’s Athletic Apparel Market?