SBD/April 10, 2014/Marketing and Sponsorship

Adidas Brings Back Popular Rod Laver Shoes Following Outcry From Fans

GQ magazine said that adidas' Rod Laver sneakers are great to wear with a suit
After a "seemingly permanent hiatus," adidas' Rod Laver shoe "came back in stock in March," according to Jason Horowitz of the N.Y. TIMES. The shoe's "apparent phasing out" became a "cause of concern among mild-mannered, mild-motioned guys who come home, pull off work shoes and, Mr. Rogers-like, slip on a beaten-up pair of Rod Lavers." adidas Originals Design Dir Brian Foresta said, "Like with any of our iconic models, we’re careful in the cadence with which we bring shoes back, just so that it doesn’t become oversaturated. It’s a shoe that a lot of people have an affinity for, but at the same time, respectfully, we wouldn’t want to turn it into a Chuck Taylor.” Horowitz notes the shoe has become "essential equipment for self-proclaimed foot baggers who find the mesh ideal for balancing crocheted balls filled with beads." But outside "high-stakes Hacky Sack circles, the highly fashionable also took notice of the Laver shortage." GQ had "deemed Lavers to look great with a suit," and adidas had "even collaborated with the Japanese fashion label Beauty & Youth on a limited-edition version" (N.Y. TIMES, 4/10).
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