Adidas made some big moves this past year when they were able to land Kanye West and Pharrell Williams.
Kanye released his own signature sneaker with the three-stripes called the Yeezy 750 Boost, which received tons of hype and success. Meanwhile, Pharrell released a huge rainbow pack of colors for the Adidas Superstar model.
With that, Adidas has seen a huge spark in their sneaker sales. CEO Herbert Hainer credits that to Yeezy and Pharrell.
Via Complex:
At the adidas Q1 earnings conference call, CEO Herbert Hainer shed some light on the brand's biggest sneakers of the year. According to Hainer, adidas Originals saw a considerable jump thanks to working with Kanye West and Pharrell Williams.
"The adidas Superstar quickly became the shoe of the season. And the global launch of the Supercolor pack, the introduction of the Superstar Silver in 50 different colorways, in cooperation with Pharrell Williams, has brought the franchise to new levels," he said. "The launch of the Yeezy Boost, our first shoe developed in collaboration with Kanye West, [caused] long queues formed in front of stores. And let's not forget the success of the newly launched Tubular and the latest version of the ZX Flux. All of this drove an aggressive 29 percent sales increase at adidas Originals."
Hainer also noted that the Running category experienced a 13 percent Q1 growth, which he attributes largely to the Ultra Boost.
This is good news for Adidas, who have long been trying to be a legit competitor to Nike.
