adidas "resets" its brand strategy

Stephen Whiteside

This event report outlines how adidas, the sporting goods group, has "reset" its brand strategy to engage with consumers in new ways.

adidas "resets" its brand strategy

Stephen WhitesideWarc

On March 17, adidas introduced a slate of limited-edition sneakers from its fledgling NMD (pronounced "nomad") footwear line in select retail venues around the world.

So intense was the desire to acquire these products among "sneakerheads" – consumers with a passion for stylish footwear with a sporting twist – that many bloggers, shoppers, and retailers began referring to this hotly-anticipated event as "NMD Day". And the resultant sales indicated the hype had translated into actual in-store purchases, even at a starting price point of $170.

"NMD sold 400,000 pairs in one day,"...

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