adidas is almost done with the recovery from the YZY debacle which has been extremely problematic for the brand in the U.S. There is not a reason to rehash how the billion-dollar partnership skewed how the brand operated in America. There is not a reason to bring up how the Fear of God partnership has yet to deliver results to regain the sales of losing YZY and I do not think FOG will replace that revenue. YZY was a wave and by the time he was dropped, the wave had reached its pinnacle, and the brand was becoming a bit blase. It was still generating revenue, but the slides sold better than the footwear and adidas had increased production minimizing the resale value, which decreased the desire. YZY success was never really based on the love of the brand.
Here is the prediction. Moving forward as adi gets a permanent replacement for President in the U.S., they will utilize a three-pronged strategy of design, marketing, and sport to gain better footing in the States. Each of these strategies will take place in compartmentalized, micro strategies shaped by niche endeavors. Adidas will utilize small marketing moments, almost regional in some instances to connect with consumers. They will coordinate with their athletes to make sport and fashion, no matter how niche, a combined presentation.
This has already begun with Noah Lyles. Uncovering Adidas, Behind The Scenes in California – YouTube https://www.youtube.com/watch?v=vRxoteW42DQ
The Olympic year will provide adidas the opportunity to flex both their performance muscles and design capabilities. Which is more important than ever with content consumption taking place in micro-dosage quantities in a myriad of locations. Digital Viewership can make a person with 5000 followers as important as a person with a million. The Three Stripe Strategy will be faster, and like another brand in upcoming predictions, expect more events akin to last year’s Atlanta City Games. ATLANTA CITY GAMES | LIVE | adidas – YouTube https://www.youtube.com/watch?v=ox1kfmWJnsA
When marketing and sport are combined with design it could lead to a rebirth of U.S. concepts.
6 years ago, adidas was introducing their Speedfactory concept and AM4 (adidas Made For). As YZY became a billion-dollar brand, adidas stopped innovating with a more localized experience. Expect the Los Angeles design unit to become much more active in creating for the U.S. Expect the Portland team to recapture the essence of marketing which began under Rupert Campbell’s short reign and look for adidas to utilize a combination of positive sports moments within track and field and basketball to highlight the ability for adidas to make you better. In other words, Anthony Edwards and Noah Lyles are just the beginning. Adidas is rising.
