Inside Adidas' Winning Strategy

Adidas has shifted its focus from purely sports performance to integrating fashion trends, particularly retro styles from the 60s and 70s. This strategic change has revitalized the brand, leading to significant stock performance improvements. Despite past struggles, including competition with Nike and issues with Reebok, Adidas has capitalized on the retro appeal of products like the Stan Smith line. The brand's integration into high fashion has further boosted its market presence, with consumers willing to pay premium prices for these iconic styles.

What significant changes has Adidas made in its approach to the sports shoe business?

How did Adidas perform in the market a few years ago compared to its current status?

What role does retro appeal play in the current success of Adidas?

Can you explain the significance of the Stan Smith line in Adidas's history?

In what ways are high-fashion brands influencing the sneaker market today?