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Coming Soon
COLLECTION SNEAKERS FUTURE
NIKE, Adidas, YEEZY : The art of teasing
The brands of sportswear redouble their strategy to tease their products and the outputs of their sneakers. So Nike And Adidas understood the challenge of staying ink the longest in the minds of consumers to the release of their new silhouettes. Throughout the manufacturing process of sneakers, The brands will distribute samples, through influential personalities like a sample recalling the very last Yeezy 700 MNVN which had summer Offered by Kanye West to the sulphurous rapper 6ix9ine. Similarly, brands are based on major and publicized events to give a preview of their brand new silhouette. Thus the designer of the famous label Off-White, Virgil Abloh was seen during the Fashion Week Man 2020 with his very last Jordan 5 Off-White. Likewise in the first match of Nba In France, the PSG player Neymar has adorned the latter to go to this event highlighting the basketball.
These events make it possible to put in the forefront the brand new models of brands while adding weight and importance which generates a strong demand commonly called hype in the middle of sneakers. We also see special viral operations like Yeezy and its quantum. During the All Star Game 2020, the label of Kanye West went to the streets of Chicago that hosted the event, to distribute the Yeezy Quantum. To be able to benefit from this unique product, those present had to exchange their models Nike limited against the pair of the German brand. Finally, the brands do not hesitate to Leak photos on social networks exclusively in a natural way. The most telling example is the Houston rapper Travis Scott.
Each of his collaborations with the brand swoosh is a real success. The rapper perfectly handles the art of the leak by broadcasting photos carried out of his silhouettes and all in a completely lifestyle dimension resolved of direct advertising communication. Thus these photos are relayed millions of times and allow you to generate viral communication just before the release of future models. Sports equipment manufacturers do not hesitate to use all means to be talked about and generate high demand on products just before their outings.
Innovative applications: NIKE SNKRS, SNKRS Stash, SNKRS PASS
Major players in sneakers Want to replace the consumer at the center of their strategy implementing a Consumer Centric strategy. As it is Nike Or Adidas, the brands want to weave a favor with their consumers by bringing together their community. Through its application Nike Sneakers, the Oregon brand distributes these most limited products. Nike gives certain customers the possibility to be able to buy some previews sneakers Just before their official outings. So we see the functionality appear Nike Stash in certain city.
This functionality gives the possibility to enthusiasts located in a geographical area to be able to access the product exclusively. We were able to see it recently with the Air Jordan 1 Low Paris and his stash just in front of the future premises of the Nike House of Innovation on the Champs Elysées. Likewise this feature is often implemented in Houston for the outings of pairs in collaboration with the rapper Travis Scott Originally from this city. Real appointment, brand consumers at swoosh can thus meet and exchange while buying an exclusive model in an anticipated manner. Likewise through his Nike Pass, The Beaverton brand gives the fastest of these customers the fastest to be able to reserve their pair in advance. Thus the lucky ones can recover their pair in advance in unique places where an immersive experience is offered to them. Once again, Nike seeks to bring a link between its brand and its consumers.
Adidas also offers us access to its flagship silhouettes, the Yeezy Through its application. Thus brand customers have the possibility of registering for the drop and then having the possibility of reserving their pair. A question is asked and you must answer as quickly as possible by clicking on the image corresponding to the answer. Again the fans of the brand can meet and chat by going to pick up their ultra limited silhouette. Through their application, the giants of sneakers manage to amplify their exit by innovative features allowing to unify their community.
Release SNEAKERS : An effective communication method
Whether for Nike, Adidas or Jordan, The brands all follow more or me the same scheme in the communication of their collaborations and new products. Thus in the manufacturing process, brands do not hesitate to voluntarily disseminate photos of samples, unpleasant models to start teaser very gently their future silhouettes. These samples then become viral and are relayed on the largest community pages such as Py_rate on Instagram and the biggest specialized fashion media, sneakers And streetwear. Thus brands can have direct return to the first visuals of their product. Then once the product is validated, they will start their communication campaign by creating content through photo shoots representing the world of the pair.
Thus all specialized media of streetculture and sneakers as Complex, Caminotv, Hypebeast will in turn be able to talk about it. Likewise, brands and designers do not hesitate to send their pairs to strong personalities to amplify the teasing of the silhouette. For example, the famous rapper offset revealed to us exclusively the packaging of the famous Nike Air Force 1 Fossil of Travis Scott. Finally, brands communicate an release date which is often brought to move.
A week before the official release, the pairs appear on the dedicated application of each brand like Nike Sneakers For the Swoosh brand. So the biggest brands of sneakers Follow a well -established diagram that allow them to always remain ink in the minds of consumers and on the foreground.
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