Hello friends!
Today we will talk about...
Friends!
When I mention clover, you might look at me with disgust,
" It just appeared not long ago! Isn't it just the past two years that NMD has become popular! What's the matter? It’s so good.”
Wrong, although NMD has set off a craze in the past two years, in fact, it can be said to be the oldest sports brand.
The birth of the clover
The clover logo we see now actually began to appear in 1972, when adidas designed this more beautiful and fashionable logo to gradually replace it. The early three-stripe logo ▼
This logo unfolds the three-dimensional plane of the earth and connects the three continental plates together, symbolizing that the power of movement extends to the whole world.
Did you see the classic three stripes above? This is the three-stripe design pioneered by adidas on sports shoes ▼
Adidas founder Adolf Dassler discovered through many years of shoemaking experience that the use of three lines on the side of the shoe can make sports shoes better fit the athlete's foot shape .
Then, this design was integrated into adidas sports shoes and is still used today.
Such a thoughtful design is much more advanced than some flashy designs today! Of course, this has something to do with the background of the founder of the adidas brand ▼?
As the founder of the Adidas brand, Mr. Adolf Adi Dassler (Adolf Adi Dassler) is not only a shoemaker, but also an obsessed An amateur track and field athlete, his dream is to "design and produce the most suitable sports shoes for athletes."
He and his brother Rudy were born into a shoemaking family in Germany. At that time, they jointly ran a factory specializing in manufacturing lightweight running shoes and football shoes.
But the good times didn't last long. In the end, the two brothers fought and divided the family property. There are different opinions on the reasons for the quarrel, and some said it was because of the ambiguous relationship between Adolf and his sister-in-law... (Thank you, sister-in-law, for letting us have shoes. Wear) The first one from the left is Adolf's brother Rudy, the founder of puma
In 1949, Adolf used his nickname (Adi) plus the first three letters of his surname (Dassler) to formally declare it in the local court. Register "Adidas". His brother founded another shoe factory, which is now "Puma".
Since its founding in 1948, Adolf Dassler has made many technological breakthroughs.
At Adidas, the world's first pair of skates, the first pair of multi-stud buckle shoes, and the first pair of rubber-cast football spikes were born... In particular, Adidas' screw-in spikes were very revolutionary. Concept, it even played a major role in the German football team winning the World Cup in 1954▼
Therefore, in the world of sporting goods, adidas has always been a symbol of long history and quality in the sports field.
The turmoil and revival of the empire
However, internal struggles within the family and lagging market strategies led to adidas being in turmoil until Adolf's eldest son Horst began to take over the company.
Horst has extraordinary marketing talents. He pioneered the "pyramid" promotion model.
Stan Smith was the first to visually connect Adidas sporting goods with athletes, sports teams, major games and related sports activities ▼
The success of this shoe is his masterpiece.
Everyone who knows anything knows that this pair of shoes was not called this name at first. It was first designed in 1963 and evolved from the "Haillet" shoe model created by adidas for French tennis player Robert Haillet.
At that time, Stan Smith was an outstanding tennis player in the Davis Cup in the United States. Horst saw business opportunities in him and actively sought cooperation.
Horst finally reached a cooperation with Smith on very generous terms. In addition to regular sponsorship fees, 5% of the profits from this pair of shoes within 5 years, 3% of the profits from other styles derived from this pair of shoes within 10 years will belong to Smith.
This cooperation has achieved a historic win-win. After "Stan Smith" was named after the world's number one tennis player in the 1970s, it transcended the scope of the tennis court. Its slender and simple shoe body was once all the rage. , achieving sales of more than 400,000 pairs worldwide.
Even more than some other sporting goods companies sell more shoes of all styles.
This signing model has affected the entire sponsorship model change in the sports equipment industry, and has derived the model of "signature and distribution of profits in proportion". Therefore, the significance of Stan Smith's shoes cannot be compared with ordinary shoes.
It is as classic as Air Force 1, but Air Force 1 was born in 1982. This pair of shoes was born nearly 20 years earlier than Air Force 1.
At that time, all Adidas products used the clover logo. The evolving history of the logo is also evidence that Adidas is constantly moving forward.
In this year, Nike company had just been officially established. But adidas already has classic shoes such as Stan Smith and Superstar shell toe.
In the early 1990s, a Frenchman named Robert Louis-Dreyfus joined Adidas, which was in trouble at the time, as CEO and became a major shareholder. Vigorous reorganization of management team, marketing strategy and product design. Developed a better strategic vision for adidas.
Since then, in order to compete with Nike and to enhance its sports fashion sense, Adidas has used the clover logo exclusively on its classic series of Original products.
The best products in the history of Adidas were chosen as the blueprint, and bold innovations and changes were made on the basis of the original shoes. ?
Today's clover respects creativity more and is more open and free than Nike
Adidas has been making attempts in the fields of music and fashion. From the single "My Adidas" of the famous American black rap band Run-D.M.C. to the Shanghai flagship store, DJ Allan Marshall was invited to serve as the visual designer▼?
He started from the classical Chinese auspicious clouds and the Oriental Pearl Tower, which are very representative of China. Drawing inspiration from the triangular element and the word "Shen", the nickname of Shanghai, a series of visual patterns were created. The adidas Originals flagship store in Shanghai has a new look▼?
In the field of fashion, Clover has been cooperating with different designers, and The world's top designer Yohji Yamamoto collaborated to create a new brand Y-3, among which this "Dark Warrior" has been sought after by fashionistas▼?
In addition, adidas Originals has also cooperated with famous brands The Chinese designer Alexander Wang has cooperated with the catwalk show in New York Fashion Week▼?
And has cooperated with the Japanese fashion brand HYKE for two consecutive years, fully combining sports style and minimalism▼?< /p>
Compared with Nike, Adidas gives designers more space and treats designers with an equal attitude.
As the largest clothing empire in the world, Nike's radiating areas are not limited to sports, so it has slowed down the pace of innovation and spent more energy on product lines.
When working with some designers, their relationship is more like an employer and an employee, rather than an equal relationship.
You can’t even see the Trefoil brand logo on this yeezy shoe▼?
Relying on these popular models and various co-branding effects, Trefoil has developed rapidly in recent years. It has a temporary leading position in the market, and even greatly surpasses Nike in sales in many boutiques.
Called the most popular sneaker brand in the 2015 Instagram survey▼?
However, just using joint names and relying on popular models is far from enough to support a brand. This kind of success It will only be temporary.
The real value of a brand lies in the brand itself. Brand spirit and brand culture are the supporting force of a brand's life.
Finally
What do you think of the explosive effect of nmd yeezy? Did you go to queue to grab shoes?
Everyone is welcome to leave me a message.
I almost forgot
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See you tomorrow : )