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Insider Ties: adidas Delivers Fashion and Function With Subscription-Based Avenue A

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Portland, Ore., February 9, 2016 – adidas today introduces Avenue A, a quarterly women-only subscription service that offers a curated box containing premium running and training products. Avenue A im

Source: adidas Delivers Fashion and Function With Subscription-Based Avenue A

Yesterday I posted an article about New Balance’s new distribution center for the fulfillment of eCommerce orders. I explained that Amazon has already limited the sale of New Balance and Asics, also lux brands like Coach, on its platform. eBay has limited the sale of certain brands as well. The New Balance fulfillment center is a push that is in line with Nike’s push direct to customer. adidas has been quietly shifting the paradigm of sneaker sales. In the last week even on my store I sold 21 pair of adidas vs only 4 pair of Jordans. Now random Nike running shoes rounded the week of sales for me at 34 pair, but the fact that over half of my sales were adidas speaks volumes about the shift.

This model that adidas is rolling out now is important. Women tend to shop more online than men. Women also buy more fitness gear than men. adidas has paid attention to this and as a part of their resurgence in the market the company is taking on the cues of business that has been a darling of venture investments: a subscription based eCommerce business. Click the Source link above to read more. This is an interesting development.