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SBD/May 9, 2014/Marketing and Sponsorship
Demand For Barefoot Shoes Cools Considerably, With Sales Down 47% This Year
Published May 9, 2014
EARNING ITS STRIPES: THE FADER's Matthew Schnipper writes a "shift in style that coincided" with the '10 hiring of Creative Dir Dirk Schönberger has made adidas "not only one of the most popular brands on the planet, but one of the coolest." Schönberger has brought adidas "a wealth of diversity, often in the form of high profile collaborations ... that are as pretty as they are profitable." He said adidas "broke all the rules by working with fashion designers on sneakers." Schönberger: "I’m thinking about our collaborators as a virus injected into our company that mutates the company into something else" (THE FADER magazine, April/May '14 issue).