For a brand like Puma, surviving and getting its second wind in a crowded market among such strong competitors as Nike and Adidas might mean actually thinking outside the market, i.e. turning from a sports sector with its tough competition to a more tolerant lifestyle clothing and apparel market. This idea was first discussed in Bloomberg Businessweek article dedicated to the dynamics of Puma sales over the last ten years.
Adidas
For Spring/Summer 2011, adidas reinvents wardrobe must-haves with the adidas NEO LABEL, an assortment that fuses sport and style, creating casual head-to-toe looks for young, style-minded consumers. adidas NEO LABEL first debuted in the U.S. and China in July 2008 and has since expanded to most European countries and Japan.
adidas is offering football fans a new way of ‘beeing all in’ by choosing what their favourite athletes will do at the upcoming launch of the next generation of the iconic adidas Predator boot in May. The sports apparel brand kicked off a new campaign on its official page, providing people with a chance to “call the shots” and tell what the World’s best footballers will be doing at the launch event.
adidas Originals presents Women’s Lookbook SS11, featuring original looks created by 9 stylists from 9 cities across the globe. The outfits were made as tribute to the locations, where the fashion experts reside, and so embody their unique approach, which can be rated by the visitors to the online destination.
adidas has launched a promotion on their sneaker collection MEGA. In order to make promo-campaign entertaining, they invited Didier Brun to create a device named Megalizer, dead combination of sneakers and digital technologies, which elicits sounds from the sneakers, letting dancers create their own music with their moves.
In today’s world, being ‘green’ and caring for the environment is a must for every apparel producer (let’s recall the efforts by the Sustainable Apparel Coalition, Levi’s WaterLess production lines). adidas Group is not lagging behind either: on March 22, the brand announced a new Environmental Strategy which represents a five-year plan to re-work the company’s approach to environmental management.