27 Sep '17, 11am

Industry Confessions: Why Boost Might Be the Downfall of adidas

It’s common practice for sneaker companies to revisit past silhouettes with modern technologies. That’s why we’ve even seen Boost versions of the Stan Smith and Superstar, but a classic is a classic for a reason. adidas doesn’t need to redo the Stan Smith. White leather and a green heel tab: these are the ingredients that contributed to the success of the Stan Smith. If you change it too much, you risk killing the silhouette. This approach rarely works and previous hybrids were mostly flops. If you want to remind customers of your brand DNA, generate a new silhouette inspired by your former products. Don’t just switch parts like Frankenstein.

Full article: http://www.highsnobiety.com/2017/09/27/adidas-boost-probl...

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