Is The Adidas Popularity Peak Long-Term?
Adidas has been the most sought after footwear brand thanks to the revival of their Sambas for the better part of two years at this point. The sneaker’s peak can largely be attributed to supermodel Bella Hadid, who regularly sported the Sambas and most recently the Adidas’ SL 72. First it was Air Force 1’s, now Adidas has taken the torch to be the new fashion it-sneaker in more ways than one. The Adidas craze has shown no signs of slowing down, but continuing this momentum must be carefully considered.
To say fashion’s interest in sneakers began during the pandemic is both an oversight and accurate. Sneaker culture has been an integral part of streetwear, but has also served as a pinnacle for fostering a balance between ease and fashion-related dress. The pandemic only intensified consumers’ desire for sneakers as opposed to less comfortable footwear they couldn’t be mobile in, as many went on walks and exercised during this time. Adidas became a fan favorite due to its versatility, accessibility, and of course its celebrity endorsements.
Sambas in particular have extended their position in the trend life cycle more recently thanks to English designer, Grace Wales Bonner. The innovator has designed 25 sneakers in collaboration with Adidas since 2020, all of which have been favored by consumers. Wales Bonner’s idiosyncratic approach to athletic footwear was evident from her initial collaboration with Adidas, in which her Jamaican roots influenced her take on established Adidas products. The Japan, Country, Gazelle, and the SL 72 have also been redesigned by Wales Bonner alongside the Samba.
The unequivocal popularity of the Sambas and the recent buzz surrounding the SL 72’s has solidified Adidas as a force to be reckoned with by way of sneakers in fashion. Adidas has demonstrated what it means for a brand to optimally wield celebrity endorsements, high-fashion luxury collaborations, and aesthetically pleasing strategies to their advantage. A brand must resort to means such as this if they intend to build upon momentum and virality, but mainly to maintain consumer attention. The fact that the classic sneakers, which were first introduced in the late 1940s, have experienced a new life 75 years later is a testament to Adidas’ ability to foster longevity.
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