Tuesday, 30 April 2013

Adidas Original to go retro with new shoes, apparels line


Imagine wearing a replica of the shoes worn by Olympic track and field athlete Jesse Owen or sneakers and T-shirt donned by American tennis superstar Stan Smith.

From winged shoes to basketball shoes with iconic shell toe, Adidas India promises to give you a blast from the past. Its shoes and apparels with retro elements are being re-launched as lifestyle products.

Tushar Goculdas, Brand Director, Adidas India, said that the idea was to take iconic products and launch it as street-wear. “We noticed that lot of people wore performance-based sport shoes as lifestyle. Now, we have created a line which can be worn as lifestyle product,” he added.

To be retailed under the Adidas Originals’ brand name, Goculdas said that the line would include products that were a part of the sports heritage.

“There is a retro-feel to the products. The heritage products include footwear, apparels and accessories of the 60s, 70s and 80s,” he said.

Retro is a culturally outdated or aged style, or fashion. The look assumes importance as it has become functional in the present time. Retro fashion typically dates from 1940 to 1980.

Goculdas said that the design and technology would also be from the past. It would also include Trefoil (flower) logo design. The Trefoil was adopted as the corporate logo design in 1972. In 1996, it was decided that the Trefoil corporate identity would only be used on heritage products.

“Globally, Adidas Originals has been well received. In India, we feel the time has come to introduce the brand as people are open to experimenting with looks and styles. It is a brand for people who want to express their individuality.”

To the company, this spells brand segmentation and another revenue channel.

“We expect Adidas Originals to be substantial revenue earner. Besides a distinct brand identity, it would also have exclusive stores,” he said adding that the company is launching its flagship store in Chennai. Adidas India plans to add 20 stores in the coming year.

The company said it is looking at more tie-ups to push the label. These include maverick designer Jeremy Scott, singer Katy Perry and Nicki Minaj. Adidas had recently launched the Adidas Originals limited edition Jeremy Scott collection across India with price range starting Rs 10,000 onwards.
http://www.thehindubusinessline.com/companies/adidas-original-to-go-retro-with-new-shoes-apparels-line/article4667097.ece

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