Forbes on LinkedIn: To operate as a CEO of a global company these days, Scott Cutler believes… (2024)

Business at Adidas is booming this year. If you’re wondering why, just go for a walk around town and count how many pairs of Sambas you see walking the street.▪ Shares in the German sports giant hita two-year high— fully recovering from the financial tumult caused by their break-up withKanye Westin 2022 — after a smashing first quarter led by sales for its retro Samba, Gazelle, and Campus sneakers.▪ The Samba — the oldest Adidas model, originating in 1949 — explodedin popularityafter going viral. That fire has kept burning in stores and on the resale market. The resale site Depop reported that searches for Sambas were up 142% since the start of 2024.▪ Just like how Hollywood won’t make a movie these days unless it’s based on existing IP, brands are avoiding risks by sticking to products they already know people love. Read more here: https://lnkd.in/gMfTxy5y

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According to this article, the top 10 most counterfeited sneakers (or trainers, as I'd call them!) are all Nikes. 11th on the list is a pair of Yeezys by Adidas, but Nike then continues to dominate the rest of the top 25 list, with only a couple more Adidas pairs featured #counterfeiting #brandprotection #nike #nikeshoes

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**Swooshing to Success: The Nike Story 🏆👟**From its inception as Blue Ribbon Sports to becoming the iconic brand we know today, Nike's journey is a tale of vision, innovation, and strategic branding. Co-founded by Bill Bowerman and Phil Knight, Nike began with a simple yet powerful idea: to provide athletes with better footwear.Today, Nike is not just a brand; it's a global phenomenon that represents excellence, determination, and the spirit of 'Just Do It'. With a valuation of $19 billion in 2014, Nike has sprinted far beyond its competitors, becoming the leading name in the sporting world.Nike's success is a testament to the power of a great brand name, a catchy tagline, and strategic collaborations. From importing Japanese running shoes to dominating the athletic shoe market, Nike has become a household name around the world.As we lace up our favorite pair of Nikes, let's take a moment to appreciate the relentless pursuit of progress that has propelled this brand to the pinnacle of success. Here's to many more miles of innovation and inspiration from the swoosh that started it all!#Nike #Innovation #JustDoIt #BrandSuccess #Entrepreneurship

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Adidas AG has raised its yearly profit forecast to €700 million, driven by strong sales of classic sneakers like the Samba and the sell-off of Yeezy stock.Under CEO Bjorn Gulden’s leadership, the brand aims for a growth resurgence, seeking to close the gap with Nike amidst its own challenges. The strategy involves trimming inventory, diversifying into more sports, and leveraging the demand for its casual footwear and the remaining Yeezy products. Despite a dip in net sales in 2023 and the fallout from the partnership with Ye, Adidas has seen a share increase and is praised for its product innovation, contrasting with Nike’s recent operations hiccups. The company’s first-quarter revenue exceeded forecasts, bolstering its market position and analyst ratings.#adidas #wellnessnews #wellness #fitness

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👟 Sneaker Resale Market Shifts: Navigating Through Changing TidesThe sneaker resale landscape is experiencing a significant contraction, as highlighted by @Neustreet's report, which shows a decline in the resale value of footwear above the initial retail price. Once-thriving platforms such as Restocks and Kikikickz are now facing bankruptcy. This downturn reflects a broader industry shift, with major players like Nike and Adidas moving away from the scarcity model. They're increasing the availability of sought-after OG sneakers, thus altering the dynamics of supply and demand. This approach has democratised sneaker culture for the masses but has significantly devalued collector archives.In response to these changes, resale giants like StockX and GOAT are diversifying their offerings, expanding beyond sneakers to maintain market relevance. Amidst these shifts, new entrants such as On and Salomon are making waves, captivating audiences with pinnacle, highly desirable products that blend performance with fashion-forward design. These products are not only in high demand but are also readily available, which has dramatically affected the resale value of Nike, Adidas, and Jordan's products.~Neustreet | Adidas | adidas | Nike | StockX | Grailed | On | Salomon#SneakerMarket #ResaleDynamics #FashionInnovation #IndustryTrends

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Nike posted earnings yesterday which marginally beat Wall Street expectations. That, along with the timely news that the brand had won the kit manufacturing contract for the German national football teams — prising it from Adidas after 70 years — made for a welcome boost after a rough start to the year for the American sportswear giant.But Nike is still grappling with challenges on various fronts, ranging from its over-reliance on retro sneaker sales, a lack of newness in its product pipeline and a deepening identity crisis spurred on by the ongoing exodus of long-tenured Nike insiders. Read the full story over on The Business of Fashion today.#nike #sportswear #sportsmarketing #retail

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8.5 billion of unsold goods described in its fiscal 2023 earnings report. That’s the sneaker bubble bursting around Nike, its main player.📌Last weekDee Wellsshared its considerations about Nike and Its key problems with the sneaker market. 🏆 For sure, the company has many strategies in its pipeline for reversing the direction but, in my opinion, there are some things to understand.💣As highlighted on Bloomberg, consumers are more discriminating when it comes to spending, and expensive athletic footwear is pretty low on the list of priorities.🪡 As described by Olie Arnold (Style Director atMR PORTER)on Highsnobiety: “A lot of younger, stylish guys are so much more aware of quality and are way more confident in mixing looks to graduate their style”.⚡️⚡️⚡️Takeaway: shortly, “cultural pioneers” will probably have a more balanced collection between sneakers and classy/casual/“not sneakers” shoes. For me, this “next mindset” is well described by Aimé Leon Dore, a brand not entirely addicted to sneakers in its campaigns.Moreover, regarding shoes, in 2023 we already have success cases such as BIRKENSTOCK clog, ballet flats, Crocs and Sebago with socks.Do you know any other cases based on that new trend? #Marketing #Innovation #Sneakers #Fashion #Strategy

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Not Doing It: Nike Has Had A Rare Misstep.Although it sells billions of dollars worth of #clothing and #equipment every year, #Nike is still predominantly in the shoe game, managing to do what most Marketing 101 courses would tell you is impossible — selling #footwear for both fashion and performance.

But, recently, Nike seems to have misstepped, as competition from fitness-focused brands such as #Hoka and #On have started eating into its running business. In its latest quarter, Nike’s footwear #sales dropped a concerning 2% in North America, with price rises obfuscating a 10% decline in sales volume — Swiss brand On, which is backed by Roger Federer, reported a 52% jump in sales in its most recent update.

Sneakerheads have long coveted Air Jordans and Air Force 1s, while models such as the #Vaporfly were so successful they sparked an entire genre of “super running shoes” — but recent models haven’t been flying off the shelves in the typical Nike #fashion.

Nike’s strategy over the last decade has been all about going direct, selling straight to customers either online or at one of its ~900 stores around the world. For a brand-obsessed business like Nike, this makes a lot of sense.

Owning the distribution gives control over everything from how your #sneakers are displayed, to what kind of discounts (if any)you’re willing to give. It also means you make more #profit, because there’s no middleman taking a cut. Nike took this strategy far, even breaking up with department store giants like #Macys — only to come back to the table over the summer.JSesko@meridianfinance.com818-914-9271#tradecreditinsurance

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"Beyond Sneakers: Nike's Playbook for Cultivating a Strong Online Community"Challenge: Nike, one of the world's leading sports apparel and footwear companies, faced a unique challenge during the COVID-19 pandemic. With the closure of physical stores and the cancellation of major sporting events, they needed to adapt their marketing strategy to stay connected with customers and maintain their brand presence.Kudos to Nike for demonstrating the power of customer-centric marketing, community building, and digital innovation in the face of adversity. Their story serves as a testament to the importance of agility and resilience in today's ever-evolving business landscape.#MarketingSuccess #Nike #DigitalTransformation #CommunityBuilding #Resilience #CustomerCentric #playinside

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On Running, Asics and Salomonare among this year’s fastest-growing brands on the secondary market, according to a trend report released in August from sneaker reseller StockX.The report suggests that brands which perform well at resale could be bellwethers for the Q4 holiday retail season. #sneakerculture #resale #secondarymarket #fashionretail

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