NMD sold again. On Thursday, a large wave of new Adidas Originals NMD R1 products were released on the official website and at the same time. In addition to the debut of the Mesh version of the NMD R1, a new XR1 shoe model was also released for the first time. Many people stay at the computer less than eight o'clock and wait hard to wait until they can't open the page. Adi's official website once paralyzed because of excessive traffic. Until a little over noon, I can barely enter the purchase page. Just for such a pair of shoes~ In the past, Adidas gave the impression of marketing like a German: stereotyped. In the past two years, the topics and sales brought by Yeezy to Stan Smith and NMD have made Adidas become one of the Americans... At the same time, Adidas's performance has also reversed. In 2014, it was overtaken by Under Armour and lost its second place. But it began to rebound in 2015 until the second quarter of this year, it beat Nike and Under Armour to become the fastest growing sports brand in this market. 2009 is the low point of Adidas. It fell in 2013-14, and by 2015 it has gained again. Jon Wexler. He is less famous than Kan Ye, but he is the man behind the Adidas explosion. Kan Ye’s gas field was also leveraged. How could one possibly eat Nike’s loss and then through the matchmaking of the middlemen, Kan Ye quickly met with Jon Wexler. Jon's comment on Kan Ye is: "He not only wants to make a pair of shoes, but to build an empire." Coconut shoes, look good? These old white shoes were named after tennis star Stan Smith, who won two Grand Slam titles in 1970. Adidas chose to launch Stan Smith in September 2014. It was actually a back-to-back battle. At that time, Adity lost the second position in the national market. It was surpassed by Fuwei Group, which owns brands such as Timberland, VANS, and THE NORTH FACE. The sharing of stars on social networking sites is a popular tipping point for Stan Smith. This is the Stan Smith horsehair model for the Chinese market. Then, StanSmith launched the "Stan Yourself" campaign to shoe fans, offering three different colors. The buyer can also replace the original Smith portrait on the tongue. Own, so that through the reputation of ordinary people continues to ignite topics on social networks, so that they become more unique. Adidas made a customized model for the stars, and it is also pretty. This time, the color added to the NMD is its color, Adidas abandoned the mainstream color of black and white gray, inject more vivid colors, including red and blue This original color scheme includes a total of 15 color models on sale in March. The youthful and active fashion is vividly on paper. Unlike Stan Smith's feelings and Yeezy's unique style, colors create a unique added value for NMD, and it has also become a killer for Adidas to enter the fashion field. Mi2.5 is Adidas's personal customization series that can keep it from becoming too popular. Explosive models do not become "street models" and become the personal favorite that suits different consumer needs. From a simple sports shoe to a personalized fashion logo, it not only expands the sales volume of the brand, but also makes everyone not Convergence will produce a repellent psychology. Adidas will continue to go high on the road to fashion? Jon said, “Can entertainment stars sell more shoes today than athletes? It is not common, but it will be in the future. Properly building a brand requires long-term Things can not be vicious competition; need to create a cutting-edge product, continuous improvement, and finally have more business." As long as Jon continues to be in position, adidas' fashion explosion series strategy will continue. Source: Gold Brand Author: Wang Yuhao PU Chaise Lounges, PU Royal Chaise Lounge,PU Chaise Lounge Chairs, PU Chaise Lounge Sofa Kaifeng Lanwei Smart Home Co., Ltd , https://www.sofawickles.com
What happened to this company?
The man behind the explosive model we are not talking about.
But Jon Wexler, the man who took Kanye to Adidas.
He is Director of Global Marketing at Adidas Entertaiment and Influencer. He has worked for this company for 16 years and has managed the Origins and Converse brands. 
In 2013, he contributed to the cooperation between Kan Ye and Adidas, and it also became the starting point for Adidas’s explosions in the last two years.
Kanye’s full name is Kanye West. He is a famous American rapper. In addition to music, he also likes to design.
Kan Ye was originally owned by Nike and Nike teamed up with Nike Air Yeezy. However, in 2013, he and Nike parted ways due to the distribution of benefits.
He explained the reason for the "breakup" in a public place: "Nike needs to give me some reasons to stay. Michael Jordan can get a 5% commission from the Jordan series. That is, if Jordan series sales reach 2 billion. With the dollar, he can get $100 million in revenue, but Nike has rejected my income distribution requirements simply because I am not a professional athlete." 
In February 2015, at the New York Fashion Week, Kanye released his first collection of fashion products with Adidas - Yeezy's athletic shoes series - which is what you often call coconut shoes. 
The coconut shoes look like this in the picture. It is a patented high-top suede sneaker with a patented elastic sole made of side zips and spacecraft foam. It looks like a prop in Star Wars and quickly becomes popular among the crowd. stand up. Within minutes of the initial release, 9,000 pairs of $350 coconut shoes were sold out in the United States and the average resale price was $1,500.
I do not know what Nike's mood is like.
Behind the sales performance of coconut shoes is the beginning of the real game between Adidas and Nike, but also exposed the difference between the market positioning of the two, the former more attention to the field of science and technology sports, while the latter is gradually turning to the fashion field. Although Adidas never admits this, it launched a total of 22 new shoes in 2015, of which nearly 50% are more in fashion.
Why did you want to buy a pair of shoes and coconut shoes? Adidas didn't choose a full-scale offensive on the entire product line. Instead, it chose the Adidas Originals deck and used the “single product + explosion model†marketing method to shake Nike’s emperor’s territory. To increase its market share.
The surgeon behind it is still Jon Wexler.
Instead of continuing to launch new products, he chose Stan Smith, a 50-year-old sports shoe. Prior to this, Stan Smith sold a total of 40 million pairs of shoes. It was the best-selling shoe in Adi history and the first signature sports shoe in history. 
This pair of white shoes is in line with the current fashion trend from the product side. The most fashionable fashion in the past two years is the casual and unrestrained style, which is embodied in simplicity, comfort, and neutrality. New York Magazine defines this trend as normcore - the creation of Normal and Hardcore. Words. Normcore is the material you can wear light, loose jeans, T-shirts, white socks and white shoes.
However, the reason for detonating it is more than that.
“Stan Smith is by no means a flash, we have promoted it in every channel.†Jon Wexler, director of global marketing for Adidas, announced for the first time in a public event how to detonate the pair of shoes. This marketing approach is more like a desperate marketing than a hungry marketing.
Adidas first stopped the supply of these shoes. The time-slotted node was selected in 2012 and returned to the fashion show in September 2014. It took two years for consumers to feel hungry and create a kind of this. The shoes may not reproduce the "desperate" sense.
Six months later, Jon plans to have Stan Smith launch a custom version featuring a celebrity's image on the tongue and a custom version of the actor Ellen DeGeneres. He wears a photo on Instagram and triggers a tipping point — - This will attract more stars to wear this sneaker.
“In the current era, we have to figure out which people have influence on consumers—stars, friends or self-media people—this is the most crucial in the current era.†This is the concept of Jon Wexler. . 
For a time, Marc Jacobs was wearing Stan Smith to appear in New York Fashion Week; Beckham used a pair of small white shoes and light gray hooded jacket to brush up the fashion layout; Chinese supermodel "big cousin" Liu Wen also wears these small white shoes. Running all over the streets... At this time, Adidas started selling a small amount of basic Stan Smith to the market, which made fashion bloggers who got shoes the first time spontaneously spread among niche groups. When the final market heats up, Adidas must ensure that anyone can buy a pair of Stan Smith - it will also have greater profit margins as the spread effect rapidly expands.
While refusing to sell street money to everyone, Stan Smith itself is constantly undergoing changes and has introduced a rich variety of color choices. In the Chinese Lunar Year of the Horse, the style of horsehair was also introduced, and youngsters were even more young. The crowd's favorite. The well-known fashion website gave a comment that "suits with casual trousers and trousers are as handsome". So far, Stan Smith has exceeded the scope of shoes and has entered the blue ocean of fashion. 
Adidas began to play addictive.
After Yeezys and NMD's marketing, stars with the same paragraph, hunger marketing, personalized customization staged, NMD in China along with Eason Chan, Fan Bingbing, Wu Yifan, Shawn Yue and other first-line stars dressed in the major show and awards At the ceremony, it successfully and quickly attracted the public's attention. 
Adidas's technological content is not only reflected in the comfort of the user wearing, but also reflected in the sense of integration of fashion. Ultra Boost, which Kanye had crossed, overcame the limelight of Nike Flyknit overnight, not only relying on Adidas' patented Boost shock absorption technology, but also through the test of the fashion field. 