The snow covered Alaska with blue; California colorful, and the coconut tree island style; color symbol of Hawaii; and there are cacti and desert, is none other than the non New Mexico. Recently, Adidas and the U.S. company called Refinery29 fashion website cooperation, looking for a group of women artists in different areas of culture, landscape and a landmark for inspiration, design exclusive women's shoes - "BOOST the Nation" series for the 50 states.
These different color shoes from the artist's hand, is to use acrylic paint, crayons, colored sand, artificial flowers in a pair of white shoes decorated. This means that every pair of shoes is the one and only, to July 11th this period of time the sale in the official website of Adidas in June 4th, all income donated to charity, for to improve the rights and interests of women and promote gender equality.
But Adidas can not only engage in charity. In essence, this is still the company a creative, attract female consumers in brand marketing activities. The artist used the creation of running shoes, is Adidas launched in 2017 UltraBOOST X for women.
This is behind the sports giant, more and more attention to the female market. Nike early in 2014 has been gradually to the female market force, the main push of women's sports underwear, tights and other products, and in 2015 with "Better for it" as the theme, launched a massive marketing campaign, the goal is to achieve by 2020 female products breaking tens of billions of dollars in revenue.
The strategy of Adidas in product and marketing still focuses on increasing fashion labels for brands, such as finding less professional entertainment stars endorsement, making street shoes, fashion blockbusters and other means, so that sports shoes have more trend attributes.
The female market brand communication seems quite effective: recent British Financial Times < >'s FT Confidential Research, a research for the sporting goods market Chinese were showed that the popularity of Adidas in the female consumer is higher than Nike. After all, compared to male consumers, Yan and fashion for women or more attractive.
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