Source: adidas Day One Autumn/Winter 2016
Premium capsule collection explores adidas DNA
Autumn/Winter 2016 focus: running and outdoor
Classic pieces with a lifestyle intention
Essential pieces for the life of a modern nomad
The category of casual athletic clothing and its dominance in fashion is changing daily. I could have easily just posted pictures of the new capsule from adidas, but this is also an opportunity to show how attempting to utilize traditional models of marketing for lines can slow down the growth and allow for other companies to create lines that are positioned against another company.
This is what I’m analyzing here, UAS Under Armour Sports launched during NY Fashion Week. The drop was praised for the design by Tim Coppens. I agree that the line is dope and could easily be one of the best lines from a sports apparel company in a long time. The problem is this, I shop daily. I have to for the ARCH Online Shop. I have yet to encounter any of the apparel for UAS. I understand that the exclusivity of an online offer is to enhance the mystique and limit the cost associated with production. I also realize the DTC model of going straight to the consumer maximizes the profit on the apparel, but this is a completely new line and the marketing has primarily been the constant promotion of Facebook ads. I have no idea if it’s working, but looking at the feedback on the post it doesn’t appear to be gaining much traction only garnering around 3000 page likes since NYFW over a month ago.
Adidas and Nike are always lurking and this Day One capsule features some very similar styling and designs. The Adi Pure Boost ZG features suede and Primeknit in the style of the runners adidas has been killing the market with lately. The colorblocking has chocolates and neutrals that are eye catching for such a muted palette. I’ve been saying that UAS has a very limited window of operation to capitalize on the growth of the brand. The stock shares have been dropping and as other brands prepare casual athletic capsules it will be increasingly difficult to carry the momentum from NYFW. Here are more pics of the Day One Capsule from Adidas. Click the source link for the story.
