Adidas Launches Originals NBA Superstar Footwear Collection

PORTLAND, November 30th 2006
Adidas launches Originals NBA Superstar Footwear Collection
On Friday, December 1st 2006, Adidas had launched the highly anticipated Originals NBA Superstar Collection. The footwear package includes 30 sneakers – one for each team in the NBA – with official NBA branding, team colors and logos featured prominently on Adidas’ most iconic lifestyle silhouette: the Superstar. The Adidas Originals NBA Superstars are the first EVER sneaker range to feature all 30 teams in the NBA alongside the official NBA logo. They are also the first Adidas and NBA co-branded footwear offered at retail since the announcement of the 11 year partnership making Adidas the official uniform and apparel provider for the NBA, the WNBA and the NBA Development League. http://www.press.adidas.com/au/DesktopDefault.aspx/tabid-4/79_read-7365/
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USA : Adidas kicks off phase 2 of originals NBA superstar footwear launch
January 9, 2007
On January 5, 2007 Adidas kicked off Phase 2 of the Originals NBA Superstar launch, expanding US distribution and adding top European and Asian markets to the mix. The 30 strong collection of sneakers -- one for each team in the NBA – was launched in US NBA markets exclusively and in limited numbers only on December 1, 2006. The shoes have since flown off the shelves nationwide with top selling models including the New York Knicks, Los Angeles Lakers, Chicago Bulls, Boston Celtics, San Antonio Spurs and current NBA Champions, the Miami Heat. Indeed the NBA Store in New York City has cited the Originals NBA Superstar Collection as the most successful footwear launch in the store's history, contributing to unprecedented holiday sales and their strongest footwear month on record. January's rollout will broaden distribution to several hundred doors nationwide including Footlocker's flagship locations in Times Square and at 34th Street in New York City. Footlocker's top doors nationally will carry all 30 models in the collection. http://www.fibre2fashion.com/news/company-news/adidas-salomon/newsdetails.aspx?news_id=28852

I think that this was a great promotional idea for the holiday season. Now that these sneakers became such a hot item, Adidas has decided to globally market and introduce their shoes internationally. These superstar footwear are a great collaboration with the NBA because it gives Adidas basically sole licensing of all NBA sports team logos and names with which they can further create new sportswear and footwear. This also allows Adidas to target a wide range of customers globally and internationally, because it gives Adidas an advantage of creating sportswear and fashion that utilizes popular sports team brands and logos. Furthermore, it allows Adidas more freedom to create and market new and old accessories that compliment their new designs of apparel and footwear. It also gives the customer a variety of choices and allows them to represent their favorite teams. This marketing of a sport allows Adidas, not only to sell fashionable shoes to pre-existing customers, but also allows them to gain new customers who are interested inbasketball and the NBA. Through this innovative licensing agreement, Adidas is able to broaden their strategies of sponsorship, by creating traditional, venue, and endorsement rights. From an advertising point of view, this strategy can be used as a strong tool for Adidas to define who their target market is, as well as, creating new markets where they will be most successful and most appealing to customers. Check out the whole Adidas NBA superstar collection athttp://www.hypebeast.com/2006/11/adidas-nba-superstars-series/
Adidas NBA Superstars Series | Hypebeast - Online Magazine for Fashion, Sneakers, and Culture
BY: ERIC NUSBAUM