As report goes, Adidas The classic Adidas Originals project will be launched for a year.

 

This year is the 45th Anniversary birth of the Adidas Original Superstar series. Adidas took a new advertising film called #OriginalSuperstar. Classic 。

The 90 second short film invited Pharrell Williams, David Beckham, Rita Ora and Damian Lillard to give everyone a talk about what a superstar means and challenges the traditional definition of superstar.

"We want to be superstar in real sense, so we have to overturn people's inherent ideas about it. It is easy for people to equate superstar with fame and concern, but we believe that the most important quality is courage. " Leo Leonardo, co-founder of Johannes Leonardo, a creative agency responsible for Originals promotion, said.

The reason for Adidas to reintroduce the Originals series, one reason, is that the product line is starting to be an important driver of sales growth. Adidas reported in the third quarter of 2014, thanks to the "two digit sales growth" of Sport Performance football and jogging series, Originals series and Sport Style series, Adidas achieved a 12% increase in sales throughout the quarter.

Just last week, Nike Also took a look at the classic section.

In January of this year, Air Force 1, an improved design, will be listed again. The shoe upper material is made of white cow leather to build Nike ball in 80s. shoes The effect of the cortex is also embroidered with the red Chinese name "Nike" on the heel, which is rated "classic retro".

Air Force (now called Air Force 1) is designed by Bruce Kilgo (Bruce Kilgore) and is listed in 1982. In the early 80s, hip-hop rap culture was not yet fully developed, and it did not fully interact with the court and street basketball. Air Force 1 promoted the blending of the two cultures. As the first basketball shoe with Nike Air technology, its appearance has laid the foundation for the combination of sports performance and cultural charm.

Nike released the classic Air Force 1 documentary "the legend of reconstruction". The film goes to 4 cities in Beijing, Shanghai, Guangzhou and Tianjin. It tells the story of 25 Air Force 1 fans. The four shops will also be the first store of Air Force 1 High Nai Ke.