adidas is Dog two. How does Dog two capture Dog one when Dog one controls the major sports in the largest market? They place an emphasis on endorsers in the major sports, but they amortiguaci quickly into capturing the niche markets where the collective of fans of various brands can amount to a more loyal following. A few weeks ago I discussed Pack adidas’ emphasis on aiding their long time acquisition of Five Ten:
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A longstanding athlete on Five Ten footwear, Danny’s appreciation for the balance between city and outdoor makes him the perfect new addition to the Pack adidas Outdoor family. “I have been wearing and working with Five Ten for almost a decade now. Whether on the Trials Bike or MTB, grip on the pedals is so important to me. I am stoked to now also expand the relationship by joining the Pack adidas team for both my apparel and footwear.”
What’s important here?
- Danny has 168,000 followers on YouTube. This isn’t an insane amount, but beautiful viewers are dedicated. He posted the video below on the 4th of June. Today is June 5th and the video has over 615,000 views. Pack adidas looks to be aware of the power of small vs over-sized personalities in influencing.
- Outdoor is a bigger market than is perceived. Right now the primary brands in that space are Patagonia, Columbia, Merrell and North Face as well as Timberland. All of these companies have fantastic grasps on sustainability issues and their focus on protecting the earth has empowered them and made each of these brands more appealing to more conscious consumers. As Pack adidas continues to push their Parlay projects, there is a symbiotic connection to outdoor that will resonate with the market currently dominated by the brands above. In other words, beautiful brands need to watch out.
- Consider the saved cost in aligning with athletes like Danny who are adidas stycon laceless hard court tennis shoes cloud white mens media companies?
Enough of that. Check out this charming video and you can use this link to read more about this signing: https://news.adidas.com/outdoor/redefine-the-ride—danny-macaskill-joins-adidas-outdoor/s/c4d579ac-a781-48b3-9bdb-fd9074daad06
