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
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Frankfurt
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 in South Carolina and hasn't won a major singles tournament since 1980.
The shoe is the Stan Smith, a white-leather number with pale green accents introduced in 1971, the year before Stan Smith (the player, now 70) earned his second and last Grand Slam singles title.
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