I’ve been told many times that i can be a little obsessive when it comes to things i’m passionate about. Rugby falls into this category, as does old school progressive house, Adidas originals trainers, and Star Wars. You can only imagine my absolute joy when i found out that the latter two are joining forces to release a new range of street wear in Jan 2010.
Adidas originals have always been seen as a brand that is in touch with all things cool, so the partnership makes sense. I’m not the only one who’s pleased, as upon news of the release, fashion blogs and message boards lit up with cheers of approval.
However, some marketing experts have the opinion that Adidas have cheapened the brand through the association, as it drifts away from its trademark athletic heritage, and risks alienating its sports focused buyers. Although the brand has only recently introduced a music and art strand with their originals product; the shoe has always had a strong following with musicians and artists for a number of years. Most notably was rap group RUN DMC with their single ‘My Adidas’. This act of advocacy contributed to a major spike in sales of the Adidas originals shell toes, a style that still remains as the product champion.
So, having Star Wars team up with the brand not only maintains its successful history with pop culture partners, it has also tapped into a channel that has nostalgic relevance with the brands target audience, and as a result has caused a little bit if hysteria with yours truly. I’ve already picked out a pair of Skywalkers that will go perfectly with my current threads. Nice kicks.
Merry Christmas everyone!
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