Did Coconut Shoes Really Make Money For Adidas?

The cooperation between Mr. Kan and Adidas is regarded as one of the most successful operations in the joint name of sports brands and trend brands. Recently, Mr. Kan said on Twitter that the valuation of Yeezy would exceed 1 billion dollars. It seems that the biggest beneficiary is the long-term partner Adidas, but this is not the case.

On Thursday, Adidas CEO Kasper Rorsted and reporters in a conference call, he said that compared to revenue, Yeezy contributed more to the aura effect, and the increase in consumer attention to Adidas was largely due to Kan's red man effect and a difficult coconut shoe.

"From the financial point of view, the series of cooperation with Yeezy has no impact on the overall brand income." But Rorsted is sure that the impact of Yeezy on the whole brand positioning of Adidas is very important, so for Adidas, co operation with Mr. Kan is standing. market The purpose of marketing starts.

NPD group analyst Matt Powell told Bloomberg that due to the "limited" property of coconut shoes, its contribution to the company's revenue was limited, but by limiting the number of shoes to create brand fever, Adidas took advantage of the biggest competitor Nike's market share. Last year, Adidas successfully replaced the position of Jordan's second largest sports shoes brand in the United States.

"The alliance between Adidas and Kan is the beginning of the transformation trend of sports brands. Their marketing strategies have been tilted from the TV and print advertising to the social media. Besides top athletes, they are more willing to invite popular singers to reach young consumers." Bloomberg added. 　　

Kan's new Twitter show Shoes

In 2013, Mr. Kan and Adidas agreed to cooperate, and launched his first fashion series in 2015, but only survived a season. Adidas chose to cut off the Yeezy fashion line. Now it only sells Yeezy Boost sneakers. In 2016, both sides launched a new brand Adidas+Yeezy.

Kanye West is considered to be the leading sport shoe industry. GQ named its Boost 350 released in 2015 as the most influential in 2016. Gym shoes It also indicates that the products of newly established brands similar to Allbirds have more or less the shadow of Yeezy.

Recently, Mr. Kan said in Twitter that Yeezy valuation will exceed $1 billion and become a unicorn company. It is the second fastest growing company in history. "Nike can never duplicate the success of Yeezy. Adidas is a good partner. They have made Yeezy a real brand."