Menu
Marketing and Sponsorship

Adidas Launches New Boot In Bid To 'Shake Up' Hiking Sector

Adidas is making a "big investment in hiking" with the launch of a new boot as it looks to "shake up the sector" and make it "fit for today’s consumers," according to Erin Lyons of MARKETING WEEK. Adidas Global VP, Marketing & Digital Commerce Stephen Dowling said that the "Free Hiker" shoe "champions its heritage and reputation as a trendy and stylish brand while also focusing on performance." He compared that to the perception of "hiking gear more generally," which while "highly functional" is not "particularly fashionable." Dowling: "What we bring is a perfect combination of performance and style. The industry of outdoor wear has suffered from a perception of staleness and oldness." When it comes to creating a suitable boot, Dowling believes it is vital that adidas strike a "balance between producing something consumers will love aesthetically and something that will withstand tough terrain." To create some noise around the new boot -- due to officially launch Friday -- a few retailers have been "offering a small batch of the Free Hiker." The marketing campaign, "Escape the Noise," was created alongside All Conditions Media (MARKETING WEEK, 2/21).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2019/02/22/Marketing-and-Sponsorship/Adidas-Hiking.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2019/02/22/Marketing-and-Sponsorship/Adidas-Hiking.aspx

CLOSE