rcoak

sneakers, brands, culture


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Cleveland-based Digital Marketer.
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rcoak

sneakers, brands, culture


Business

01/03/2018 Business no responses

Technology Innovations at Adidas: 2017

2017 was a milestone year for Adidas.  The German brand’s ability to use new technology to innovate products and engage its audience along with savvy branding has ignited its rapid growth to improve its position against Nike.

Time Magazine nominated the Adidas FutureCraft4 Sneaker as one of 2017’s Best Inventions.  This is Adidas’ first futuristic shoe made from 3-D printing.  They partnered with Carbon, a Silicon Valley startup who uses light-sensitive plastics in their 3D printing process.  Its created from light and oxygen from a process called “Digital Light Synthesis” and allows for tailoring the shoe’s midsole directly to the consumer’s need.  This breakthrough innovation is revolutionary because Carbon’s technology cuts the time it takes to print the shoe’s sole from an hour and a half to as little as 20 minutes.  In the future there will likely be on-demand printing stations in Adidas’ retail stores.  

In September Adidas surpassed the Jordan Brand as the second most popular sneaker brand.  The creation of Adidas’ “Boost” midsole can’t be understated in powering the brand’s impressive growth, making it the “crown jewel” of the Adidas empire.  Adidas collaborated with with BASF (the leading chemical company) to blow up and reshape a material known as TPU into miniature energy capsules, which make up a white, spongy, styrofoam-like midsole.  The innovation of this pillow-like cushioning system makes for a more comfortable shoe.  Adidas’ Innovation Team conducted rigorous testing and the Boost foam is believed to yield the highest energy return of any running shoe on the market.  Temperature testing also showed that Boost foam is also three times more temperature resistant than standard EVA material.

The Boost midsole cushioning system is a common feature in Adidas’ top three selling shoes from 2017: the UltraBoost, the NMD and the Kanye West designed “Yeezy” Boost 350.  While the UltraBoost has been widely called “the world’s best running shoe”, the NMD and Yeezy Boost are marketed more to fashion and design-minded enthusiasts.  Kanye’s involvement with the brand creates instant marketability for these products and helps Adidas’ versatile nature and substantial growth as a lifestyle brand.

In 2017, Adidas also leveraged emerging technologies for brand building.  For their launch of a female focused studio Space (May, 2017), LDN in London, Adidas used a Facebook chatbot instant messenger to ease the booking process for its free fitness sessions.  The brand achieved high user engagement from offering this singular interactive tool.  “In the first two weeks alone 2,000 people signed up to participate, with repeat use at 80%. Retention after week one was 60%, which the brand claims is far greater than what could have been achieved with an app.”

In May, Adidas affirmed its commitment towards its sustainability efforts with its collaboration with Parley for the Oceans by using plastic debris in the ocean to make three different versions of the UltraBoost.  On average, the shoes reuse 11 plastic bottles per pair and feature laces, heel lining and sock liner covers that are made from recycled materials.  The shoes were an instant hit and Adidas surpassed its yearly goal of selling 1 million pairs of UltraBoost sneakers made with ocean plastic.  

The brand’s “Calling All Creators” ad campaigns are brought to life by some of its physical, manufacturing and design projects. The recent opening of its Speedfactory warehouses in Germany and Atlanta allows it to use a lean workforce with 3-D printing technologies, robotic arms and computerized knitting to make running shoes.  This enables speed so the brand can react to consumer demands in days and eliminate the headache of shipping delays and expenses.  In March, the opening of its secretive Creator Farm warehouse in Brooklyn serves as a thinklab where designers can create any innovation from an array of machinery and materials.  An amount of Adidas’ success from a design standpoint is fueled by its three top designers, Marc Dolce, Denis Dekovic and Mark Miner who all left Nike in 2014.  

Similar to the dominance Nike experienced in the 90’s with its invention of the Nike Air, Air Max cushioning midsole in its products, Adidas now has its breakthrough invention.  Adidas’ recent technological advancements and accolades are impressive.  By innovating its approach to digital, design and manufacturing processes the brand has achieved extraordinary results in 2017!

07/21/2017 Business no responses

Crush it!

Gary Vaynerchuck’s “Crush it!  Now is the time to cash in on your passion,” was a fairly informative, entertaining and quick read.  “Gary Vee” is Vaynerchuck’s internet persona/platform that he uses for bestowing business and life lessons to his large group of followers.  The DailyVee is a vlog that are snippets from any of his meetings, mentoring sessions, travels and keynotes.  With these he tries to hammer home firsthand, valuable lessons about developing content, social media strategizing or really helpful self-help like habits to live by.  Gary’s got a captivating, no nonsense personality that’s definitely part of his shtick, but he deserves to be listened to from the amount of success he’s experienced.  His family migrated to New Jersey from Russia at any early age and his dad’s job as a stock hand at a liquor store enabled Gary to be in the position to have the ability to transform the business into the eventual wine multi-million dollar company, Winelibrary.com.  As one of the first retail online wine shops, he was a pioneer of internet marketing and mastered google adwords, email marketing, youtube and facebook marketing.  As an angel investor in companies like Twitter he’s amassed a great amount of wealth so much so that he constantly talks about wanting to put himself in a position to buy the New York Jets, which he declares has been his ultimate lifelong dream.  He’s also written a number of best sellers, created VaynerMedia to monetizes this content and has also recently started a sports agency, VaynerSports.

The three key things I learned from this book were:
1.  You gotta hustle- No matter what you do give it your all and never let up.  A lot of the good opportunities he got were due to his being aggressive, persistent and going against the grain. Find a job or an interest that you like so you won’t be one of the idiots constantly saying “Happy Friday”.

2. Be patient- If you are launching a venture don’t expect success is a quick timeframe. Continue to hone your craft, keep developing your skills, rinse and repeat.

3. Good content is king-Due to the ever changing landscape of digital media there’s a much great importance on video and audio.  Be articulate and creative, and do something different than the masses and just keep pumping it out.