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hletic footwear industry is pretty cyclic
13-04-2018, 04:20
Post: #1
hletic footwear industry is pretty cyclic
On the basketball court, Adidas' US$185 million deal with then-Chicago Bulls star Derrick Rose was diminished by the Adidas Superstar Dam point guard's injury woes, but that didn't stop the company from luring Harden away from Nike in 2015 for US$200 million. This season, Harden is the front-runner for NBA MVP."It's always great when you have a brand that wants you and will do whatever it Nike Air Huarache Donne takes to get you and market you the right way," Harden told ESPN, just after making the switch. "I have a voice that can and will be heard." Adidas has been making even bigger bets on the entertainment side - a realm in which it typically has been stronger. The company has added Pharrell Williams, Kendall Jenner and West, whose 2016 deal could end up being worth more than US$1 billion. "I think it was one of the wisest investments in the sneaker world," Mr Wu said of a West-Adidas relationship that already is paying off. "You can think of Kanye as being somewhat of a Michael Jordan Nike Roshe Run Femme for Adidas." West's first Jordan-like moment came in 2015. On May 9, he took the stage at the Wango Tango concert wearing all-white Energy Boost sneakers. Before the performance, the shoes weren't doing particularly well. After the performance - as Nike Air Max 97 Damen photos of West in the kicks circulated on the Internet - the product sold out. About a week later, he did the same thing with the Ultra Boost shoe.While Adidas' Kanye era has brought the company once-unimaginable success, it also highlights the industry's fickleness. "Absolutely, they had a business plan and marketing strategy. (But it) was a lot of luck as well," Wu said. Referring to the success of West's concerts, he added, "You can't have a marketing plan for that."

Horan posited that Adidas was the beneficiary of another stroke of fortune.Thanks to the NBA All-Star Game, February Nike Air Presto Mujer is huge in the footwear industry. It is the month when companies release their biggest products. It's also when income tax returns start coming in, fueling shoe purchases.But in late 2015, the government enacted the Protecting Americans from Tax Nike Air Vapormax Mujer Hikes Act. While the law was aimed at combating tax fraud, it also delayed tax returns from 2016 for many low-income families. That meant less money for February shoe releases, which caused sales at places such as Foot Locker to tumble."The late refunds crushed the whole industry," Mr Powell said. "There was no brand that benefited from that." Mr Horan, however, said he believes Adidas emerged from the carnage in a better position than its competitors. "When the tax checks didn't show up, people in that market started saying: 'I don't need Nike. Maybe I could go with the Kanye West Adidas ZX Flux Mujer (shoe),' " Mr Horan said. "The whole narrative was changed at that point." But there have been challenges, as well.In the fall, Jim Gatto, Adidas' director of global sports marketing, and two associates were arrested for allegedly funneling hundreds Nike Internationalist Donne of thousands of dollars to high school basketball recruits to get them to sign with preferred universities. The case, which is based on federal wire-fraud charges and still is winding its way through the courts, could land Mr Gatto in prison.

The scandal Nike Roshe Run Mujer may curtail the enormous influence sneaker companies have on college basketball. In the short term, though, there are few signs that it is weighing on Adidas' bottom line. "The early results don't indicate that there's been a negative impact," Powell said.Mr Wu added, "I honestly don't think, unless it's a much more severe controversy, Adidas Superstar Mujer that it'll affect them that much." Adidas officials are staying relatively quiet on the topic. "We regret that it happened," said Mr King, noting that the company has made a few internal adjustments but can't comment much on the incident. "We're Adidas Superstar Hombre moving forward." Beyond the NCAA scandal, experts said they will be watching whether Adidas can keep up. "Athletic footwear industry is pretty cyclical," said Andy Annunziata, a researcher with SportsOneSource. "Trends change in a moment's notice." Mr Wu Adidas ZX 850 Mujer said Nike has been on the upswing recently and has "more money than God" at its disposal. That has allowed it to sign LeBron James to a lifetime deal potentially worth more than $1 billion. About Adidas, Mr Wu said its UltraBoost shoe "is sort of played out" but that the company has amassed a lot of talent, including a few designers who moved Nike Internationalist Femme over from Nike."We're going to have let it play out and see what happens," Mr Wu said. "We're going to see a good fight."
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