adidas had their quarter 1 conference call today (the time period from January to March), and the sales for their adidas Originals category saw a sizable bump.
The CEO of The Three Stripes, Herbert Hainer, sang praises to Pharrell‘s Superstar collections as well as Kanye West and the release of the adidas Yeezy Boost as the leaders of the increase. The adidas Originals category is up 29 percent in the first quarter of 2015, compared to a growth of just three percent in the first quarter of 2014. Sara Germano of The Wall Street Journal reported that Hainer also mentioned other styles, including the ZX Flux, Tubular and the Stan Smith, as parts of their growth.
Adidas Originals category sales grew 29% in 1st quarter, led by Pharell Williams Superstars and Yeezy Boosts. In Q1 '14, Originals rose 3%.
— Sara Germano (@germanotes) May 11, 2015
I think Hainer is giving a little too much credit to Skateboard P and Kanye, of course their sneakers sold well, but there was only a small amount of them available. I believe the bigger driving forces behind adidas Originals’ boom were popular silhouettes like the ZX Flux and Tubular, Kanye and Pharrell’s sneakers were just a minor help.
What do you think?
via: SC
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