Adidas CEO Is Not Afraid Of Luxury Brands Real Worry Comes From Fast Fashion.

The sports shoes market is expanding rapidly, and everyone wants to have a share.

But, in

(Kasper Rorsted) it appears that

There is only one side.

However, this threat

。

"High-end and luxury brands are microscopic components of the market. Take Gucci and Versace for example.

The share of the market is objectively very small and can not generate too much threat. "

Rothd said in an interview with FootwearNews.

Recently, the most popular high-end brand in the field of sports shoes, parisen, has launched the Triple S old shoes. It has become a trend product, and it appears at the foot of all kinds of celebrities and entertainment stars.

The popularity of sport brand was first initiated by sports brand products. For example, Nike's Nike Air Monarch IV, high-end brands took the opportunity to win the sport brand.

But in Roth's view, the difference between sports brand and high-end brand product is mainly whether the product can combine functional and aesthetic.

"We like to wear strong functional running shoes, but we hope this pair of shoes looks like a fan. They may be more focused on function than design, but this does not mean that the brand can relax in the design," said Rothd.

But the high-end brand sneakers may be more avant-garde and more artistic in design, but what they lack is the technological attributes of sports brand devoted every year.

"

In the short term, there will be a change driven by technology.

Two years ago, 3D printing technology was still very expensive, but two years later, the price of the technology would be more close to the people, because the development of technology will prompt the price point to drop rapidly.

And the drop in price points will push more technology into use.

Rothd said, "Adidas will soon have 3D printers in shops in New York's Fifth Avenue.

The large-scale promotion of new technology will effectively block the movement of luxury brands in the field of sports shoes.

In April 2018,

First launched the Futurecraft 4D running shoes, and the middle sole of the running shoes was made by digital photo synthesis technology.

Many people who tried to walk on the top of the platform exclaimed, this is a pair of running shoes representing the future of the industry.

Technology can help sports brands stay ahead of the competition with high-end brand sneakers, but in Roth's view, the threat from fast fashion brands is exactly what sports brands really need to think about and face.

"Now the change in the market environment is the fast fashion brand represented by the Zara, whose product cycle is shorter," says Roth, "the trend that these brands push is to be followed by sports brands.

Our own supply chain may one day be contended by fast fashion brands, so Adidas has pushed ahead with its own speed projects and launched faster and faster products.

Rothd's fears are justified.

Zara, Topshop and UNIQLO fast fashion brands have launched their own sports shoes and clothing series. UNIQLO is playing a big role in sports events and star sponsorship. This year, tennis superstar Federer has just taken Nike's own spokesperson.

Although the sports products of fast fashion brands are still not able to compete with professional sports brands in terms of functionality, their shorter product cycle, faster new speed and affordable prices have attracted many consumers, and their consumers directly overlap with sports brands.

Under this pressure, Adidas CEO Rothd even suggested that Adidas should become the first fast sports brand.

By 2020, Adidas plans to sell 50% of its sales revenue from products that are rapidly designed and manufactured. The design and production of products should be based on the demand of the market in the current season to accelerate the upgrading and circulation of products.

Under this strategy, Adidas has made a series of preparations and cooperation.

In Germany, Ansbacher and Atlanta, the United States, two Adidas speed factories have begun to operate. The two fully automated factories have produced Adidas's AM4 products for the six major cities in the world.

Previously mentioned Futurecraft 4D

That is, Adidas and Carbon, a Silicon Valley technology company, launched a 18 month cycle of traditional sports shoes from design to shelf life to 11 months.