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Adidas laid the foundation for its turnaround during a particular low point. Throughout 2013, stores had been ordering less and less merchandise from Adidas’s upcoming seasons, and the company began warning investors quarterly. Shares plunged in August of 2014, and within five months Under Armour had taken the No. 2 spot in the U.S. Chief marketing officer Eric Liedtke, a 20-plus-year veteran of the company, teamed up with the then-newly promoted global creative director Paul Gaudio in mid-2014 to lead a migration of the creative team from Adidas’s headquarters in the Bavarian town of Herzogenaurach, Germany, to Portland, Oregon—right in Nike’s backyard. While Adidas doesn’t frame it this way explicitly.scarpe adidas outlet
Adidas quickly became a transatlantic, co-headquartered brand. Design, advertising, and communications leads were relocated to America, while Germany was tapped to handle materials and manufacturing. “The Americans are better storytellers and, for our industry, have a better aesthetic sense,” Liedtke explains. “The Germans, in broad terms, are very good in engineering, innovations, getting stuff done.” And that wasn’t the only change. Adidas’s decision-making hierarchy shifted too. In Portland, separate creative silos were established for sports such as football, basketball, and running, allowing teams to develop products tailored to their specific and evolving customers. scarpe adidas italia outlet
Both a general manager and a designer sit atop each silo. “If the GMs are driving the car, the creative directors are navigating where to go,” says Liedtke. The groups share core technology, materials, and retail strategy with each other, but with their new autonomy, they’re now able to develop shoes in weeks rather than months. This speed facilitates the company’s collaborations with outside designers. For more than a decade, Adidas had been exploring creative partnerships with designers such as Yohji Yamamoto and Stella McCartney on high-fashion and fitness lines. But it wasn’t until the company refocused its creative process in the U.S.scarpe adidas italia online
Now, Adidas tests the market of a technology—like Ultra Boost—without a celebrity name attached, which takes six months to a year. Then the company brings in a creative partner, such as West, to add a signature touch and make the product line relevant to culture. “Some [sports brands] talk about how hard work equals winning. Some talk about mind over matter,” says Liedtke, in a not-so-veiled nod to Nike and Under Armour campaigns. “We like to talk about imagination—imagining what the future could be.”Athletes such as the basketball player James Harden and NFL cornerback Marcus Peters remain prominent in Adidas’s marketing.