You are here

Adidas strikes gold by turning 40-year-old vintage into hipster shoes

Star power has helped Adidas outrun rivals as it aims to up revenue to over 25b euros in 2020 from 19.3b euros in 2016

Sales of the Stan Smith shoe jumped dramatically, to 8 million pairs, in 2015, bringing total sales over the past four decades to more than 50 million pairs of shoes. While the company hasn't released figures, researcher NPD Group Inc estimates US sales rose fivefold last year.


ADIDAS AG aims to increase its sales by 40 million pairs of sneakers annually, to more than half a billion by 2020, largely by appealing to fashion-conscious teens and urban hipsters. At the heart of that effort: a decades-old shoe named after a retired tennis player who lives...

Market voices on: