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Volume 7 No. 149
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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).