Adidas Makes A Play For Women In Sports
Throughout its 96-year history, the German athletic-wear company has partnered with athletes at the top of their game. As far back as the 1936 Olympics, Adidas sponsored the African-American sprinter Jesse Owens. Most of David Beckham’s football career in the early 1990s, he’s worn Adidas football/soccer boots. Adidas signed basketball star Derrick Rose in 2012, and created his signature kicks .
The company’s biggest sport stars were almost always male. But these days, it’s making a concerted effort to reach female consumers, and the company’s branding strategists have determined that women respond to a different message. Rather than portraying women focused on a single sport, they believe female consumers will respond to images of women who incorporate their athletic pursuits into a busy lifestyle.
Adidas aiming to reach more female customers through targeted marketing .
Adidas Wants You To Let Them Know The Barriers Women Face In Sport And How They Can Help Remove Them.
She Breaks Barriers. More Visibility. Bigger Dreams.
Adidas Is Partnering Up With Social Media Giant Twitter In Creating Livestream Female High School Sports
She Breaks Barriers When She Is Seen. Is The Current Adidas Slogan For Women’s Sports
Women Sneaker Brands Finally Creating Female Only Shoes
The gradual casualization of the traditional workplace in recent years combined with the rise of athleisure wear , wellness and fitness were among the reasons why the Adidas brand finally decided to make women
bigger business priority.
In addition to women’s-specific silhouettes, Jordan also offered “high heat” releases in unisex sizing (down to a women’s size 5), including the Off-White Air Jordan 1 and Air Jordan 11 “Concord,” as well as exclusive partnerships, like with Vogue’s very own Anna Wintour, which dropped in July. “That was a big moment not just for us, but for the entire industry, because it shows how much sneaker culture has crossed over into other areas, especially high fashion,” says Andrea Perez, VP and general manager of Jordan Women’s.
During the Fall 2018 runways of Paris Fashion Week were proof that high-end labels collectively jumped on the sneaker-trend bandwagon. (Perhaps, as a means to those all-important millennial dollars.) Now it’s the norm for designers to have a sneaker, whether that will stick, we’ll see,says Footwear News Fashion Editor Shannon Adducci, who’s already seeing a dip in the trend for 2019. “But the point is, women are wearing sneakers. They’re not going to stop wearing sneakers.” And as a result, they’ve ushered in a new era of comfortable shoes for women, too.
As far as marketing for these women’s-focused initiatives, brands like Adidas, Puma and Reebok have heavily relied on a roster of influencer and celebrity spokes models in recent times .
Cara Delevingne and Selena Gomez are ambassadors for various Puma campaigns during 2018. Adidas has tapped into its Kardashian-Jenner network .
Adidas-owned Reebok has increasingly prioritized its female customers the past year, finding balance between streetwear-leaning lifestyle and fitness-focused collections launches.
Reebok’s Senior Director of Brand Marketing Inga Stenta said “Our female customers has been a largely undeserved part of the population within the industry and the brand recognized that we have a long history with her”
Reebok released the first women’s workout sneaker back in 1982. “We feel as though we have a significant amount to offer her and we made a strategic plan to focus our energy on her in a meaningful way.”
Gigi Hadid will release her co-designed capsule collection with Reebok, including the model’s own take on the Freestyle Hi sneaker and the newly relaunched Aztrek. (You can order it now online.) In November, the company also took on Cardi B as an ambassador, along with her personal cosign on its Aztrek. Currently, Reebok’s overall net sales is broken down to 60 and 40 percent between men and women, respectively. But with Reebok’s bigger plans for its women’s customer base in 2019, the brand expects sales driving upwards.
Reebok also expanded its focus on women through content. In June, the brand released its first-ever podcast miniseries, “Flipping the Game,” which featured three episodes covering how female sneakerheads are demanding more and breaking barriers within sneaker culture. According to statistics provided by Reebok, the podcast has received more than 14 K downloads across its trailer and episodes since its launch, and at its peak, between 81 and 94 percent of listeners reach the very end of each episode, a rarity among podcasts. Since its launch in May, Teen Vogue’s Instagram.
Of course, it’s great to see such a huge push at one time towards women’s sneaker needs, but why now? And why not sooner? The #MeToo movement at the end of 2017 helped catapult feminism marketing this year. “2018 has clearly been a year for women across all industries and aspects, so it’s naturally trickled down into the footwear industry
Brands have just started to actually move the needle to cater to the female consumer within the last few years. Just thinking in terms of major collaborations, Vashtie was the first woman to design her own Jordan in 2010 and Aleali was the second in 2017. Seven entire years later .And it’s not like the demand or interest from women was not there for nearly a decade. I can assure you as both a sneaker lover that there was. In part there needed a platform to prove that there was, and to celebrate the female sneakerheads after being overlooked for so long.”
A nine-year-old girl wrote a letter to NBA player super star Steph Curry, requesting that his Under Armour Curry 5 sneakers be available in girls’ sizes, rather than only boys’ sizes. The shoe has been added to the “Girls Basketball Athletic Shoes” category on the Under Armour brand’s website.
“There are a lot of brands that are noticing that the women’s sneaker market is growing and they’re focusing more on releasing smaller sizes or doing a women’s release,” says Amsterdam-based Sanne Poeze, who runs her own creative business under her online moniker Girl on Kicks. This is a huge market, obviously, and not an easy market to navigate . Most brands still think the ‘shrink it and pink it’ method still works for sneakers.that many females do not resonate with and don’t agree on that approach of marketing design . Women just want a good basic shoe.
Nike’s M2K Tekno sneaker, a largely successful release that debuted during John Elliott’s Fall 2018 runway show, and was initially released for women that later expanded into men’s due to high demand. Another example is Nike’s Lebron 16 for women in collaboration with Harlem Fashion Row and designed by four Black women. “That was a great example of a men’s sneaker as a performance shoe with added feminine elements, as opposed to shrinking it and pinking it,” says Brittany Edwards, co-founder of Incorpherated, a network that aims for inclusion throughout male-dominated industries.
Ultimately it does come down to whom these sneaker brands are hiring. The amount of women working at these corporations in a producing role is really slim and on top of that, the minorities that they employed. But if you look at the culture that helped propagate the fashion, styles and trends that these companies are influenced by and directly influencing, there’s a major gap between those communities. That’s a bigger issue. It does come down to an access and employment issue and the gap that exists.
In order to empower young girls and professionals to aspire to work for the sneaker industry, there will be a series of “Straight to Feet” events and panels that bring together women who work across fashion, media and more. Incorpherated partnered with Adidas to host students from New York City to workshop with female sneaker designers and recreate their own Stan Smiths, they’ll be holding speaker sessions on sustainability in fashion and digital marketing.
The organizers wanted to bring together a community of women to showcase their work, as well as create an experience for students to be engaged by these women doing these awesome things and opportunities that are available to them.
The events are inclusive towards men, since they want them to be a part of the conversation, too. They don’t only want a women’s release. Similarly to having these conversations, it can’t just be women in the sneaker industry just among women. They want men to be included as they are in the full real world.
Female Are Now Outspending Men on Sports Footwear
Female consumers are spending 70 percent of every dollar worldwide. by 2020 the Nike Women brand focusing on growth for its women’s business from $6.6 billion to $11 billion . Additionally the footwear industry has grown by 7 percent during the first half of 2018 alone, with sport-leisure styles becoming the fastest-growing category at 65 percent of dollar sales gains. Over the course of 12 months from April 2018 to the year prior, women’s sneaker sales grew noticeably faster than the men’s market: 33 percent compared to 10 percent comprised over 60 percent of footwear sales.
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