31 Jul '15, 5pm

The Business Strategy Behind Adidas' 'Star Wars' Limited-Edition Sneakers

The specialty sneaker market isn't quite as intense as it once was many years ago, but they still remain a force in the fashion market. The trend is heating up again, though, as sneakerheads and Star Wars fans start to rejoice while rocking their very own pair of R2-D2 sneakers. On Wednesday, Adidas unveiled its latest arrival: Customizable Star Wars-themed sneakers. Starting at a $100 ($60 for kids) price point, you can create your collector's item by choosing an arrangement from various colors, prints, and logos online or through the athletic footwear company's mobile app. The "mi star wars" line launches just months ahead of the movie release date for the latest franchise installment, "Star Wars: The Force Awake." It's a clever marketing ploy in several ways. The franchise's fanbase alone is enough proof that the shoes will be a hit. Mike Powell, a sports market analyst...

Full article: http://www.inc.com/zoe-henry/the-strategy-behind-adidas-n...

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