Adidas, Adidas, Adidas

Adidas: the brand living from cooperations? Starting with their retro design in the early eighties with the hip hop gurus Run DMC on board and the till now most sold sneaker ever, made the brand more powerful. I bet you had at least one pair as well and jumped around in the club to banging hiphop beats!? Till now the hip hop urban street wear is represented by hip hop stars, like Missy Elliot, having her "Respect me" collection on, being renewed every season. This cooperation makes the brand strong having someone from the music industry to lead a big series of Adidas products. Adidas is more intelligent than I thought having so much variety in their cooperation. Nike on the other hand are dumb cause they are not getting design support from anyyyyyyyyyyy famous fashionists or icons. Of course it has famous athletes making advertisements for them and role models wearing their sportswear, but no designer jumped in the boat and put his hands up for them. To sad to be true I would say, that is the reason why the "Just do it" guys are far behind with sales, image and so on and they are still not getting it and stick stiff to their plan. Even brands like Puma get Alexander McQueen to design sneakers for them tuning their image. 

Stella McCartney designed a collection for Adidas having a huge impact on the image and changing it completely. She created a sportswear line being elegant and sexy on the couture basis, having a gym kit, which is to nice to go running in the forest with, but to present it in gyms and dance studios. I already saw some nice MILFs running on the street, you just wanna run after them. "rrrrrrrrr" Yohji Yamamoto is another name on the list, which created a complete change in brand perception of Adidas. The Y-3 series is soooo extreme nice I just bought red funky retro sneakers the other day.

Nevertheless the real athletes are far out out sight. This is the huge different between Nike and Adidas, ranking the brand with collaboration advantage well used number one. Nike you don't get it: A cooperation in the sportswear industry as well leads to completely new brand image. Little suggestion to the Nike fraction: "Boys just do it!" or all your guys will leave like head designer John Hoke.