While the sneaker and streetwear market became an ever-larger bubble populated by silhouettes all looking the same, endless re-editions of the same shoes, uninspired collaborations, a slice of the audience started to move away, progressively distancing itself from an industry that had lost its cultural and aesthetic component. If on the one hand, the German brand focused on West's vision (at the time a bet, in retrospect a won bet), on the other hand, it has always maintained a plan B, centred on an iconic shoe. While the Beaverton brand pulled out of the archive every type of Jordan ever made, passing it to Abloh for a rework of sure success, adidas bet everything on Yeezy to win the hearts of sneakerheads, never giving up on the Stan Smith, the most sold kick in the history of the brand, reinterpreted and re-proposed in countless versions, also signed by designers, such as Raf Simons, and streetwear brands, such as Palace, with varying fortunes. In fact, despite the historical importance of adidas in the world of sneakers, in the moment of maximum expansion and growth of the industry - begun in 2016, and continued the following year with Nike's The Ten collection together with Virgil Abloh - which was starting to record remarkable revenue and attention, thanks to limited edition silhouettes, exclusive releases, re-editions of old shoes, adidas gave life to a layered and composite strategy. ![]() Un post condiviso da nssmagazine the return is not that sudden, given that the shoe's relaunch plan began in 2018 with a very specific goal for adidas: to regain its role within the sneaker game.
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