“When Kanye West’s new Adidas sneaker launches, you will be able to snag a pair of the much-hyped kicks without waiting in line.”

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Decoded Fashion - Fashion Tech Daily -  Adidas

“A German town long divided over shoes finally agrees to a truce.”

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Decoded Fashion - Fashion Tech Daily

“The world’s first Instagram game is part of the brand’s Predator Instinct campaign.”

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Decoded Fashion - Fashion Tech Daily - Adidas

“The UK’s SportPursuit, a 1 million member-strong flash sales site for sports and outdoor gear, appears to have made somewhat of a hiring coup. It’s recruited Kath Smith, ex UK managing director for both Adidas and Reebok. She joins the London-based startup as Chief Sales Officer, charged with helping SportPursuit expand the number of brands it works with and, ultimately, shift more product.”

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Decoded Fashion - News - Fuelbox

Technology is intrinsic to the sportswear sector – the use of innovative, lab-produced materials has been standard industry practice for many decades now. But things have moved on from workout leggings being more stretchy and sweat-resistant than ever before, sports fanatics are looking for more than this.

Sportswear brands need to use clever marketing to spark everyone’s attention. In the past it’s been through sponsoring events, launching guerrilla campaigns, entering into collaborations with designers or celebrities. Recently, they’ve also started incorporating technology into the design of their marketing strategies. Here are a few examples of how big sportswear brands have managed to use tech to stimulate media attention, add value to their product offering, and drive ‘brand love’ over the last month.

Reebok added a customisation program to its Union Square FitHub location. It’s called Local 1nk and it lets shoppers customise their merchandise purchases free of charge, using an innovative portable silkscreen printing device. Amidst its current crossfit craze, this is a cool way for Reebok to use technology (rather than bacon) to set itself apart from its’ competitors – whilst appealing to the masses.

Nike upped their ante with technology by introducing a vending machine that can only be operated with the Nike FuelBand. The so-called Nike+ FuelBox holds items such as socks and hats, and dispenses these when users plug in their FuelBand USB – if they’ve amassed enough points. It’s effectively allowing FuelBand users to turn their exercise units into a currency – a great incentive to use the FuelBand (or deterrent from buying one of the new fitness trackers out there) and a fun motivation to work out. Read more about the FuelBox here.

Then there’s Lacoste, who started dabbling in Augmented Reality for their spin-off brand LCST. In collaboration with Engine Creative, they created an AR app for in-store use that allows customers preview what a trainer would look like, without trying it on. It also lets users take a picture of the preview and share it on social media. Check it out here.

It was also interesting to see that Adidas lifted the restrictions they had placed on ecommerce distribution (read more about this here). The German sportswear brand has now joined competitors like Nike in being available for purchase over marketplace sites such as Amazon and eBay. They will enter into further direct competition with Nike when they launch their first wearable tech fitness accessory later this month. These steps may not be that innovative, but you gotta to start somewhere. We’re excited to see what the other big sportswear brands come up with in the future.

Reported by Anna Abrell


“German sportswear maker Adidas has decided to allow the sale of its products via market-place sites like eBay and Amazon, an issue the German cartel office has been investigating.”

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Decoded Fashion - Fashion Tech Daily - Adidass

“This week, along with Pensole, a Portland, Ore.-based athletic company, Adidas launched the Adidas “Earn Your Stripes” program for aspiring designers. Aspiring designers are asked to submit a sketch of an Adidas shoe to Pensole, an innovative footwear design academy, before July 27. The applicants will then be narrowed down to 15 individuals, who will be given the opportunity to attend a two-week design class in Portland, which will take place in September, as well as a scholarship for tuition and housing, WWD reported.”

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Decoded Fashion - Fashion Tech Daily - Adidas Pensole Earn Your Stripes

“There is little correlation between World Cup sponsorship and social media success for the 2014 games, according to Opher Kahane, CEO and co-founder of Origami Logic, a Menlo Park, Calif.-based company that specializes in market intelligence. So what does this mean for World Cup sponsor Adidas?”

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Decoded Fashion - Fashion Tech Daily - Nike Risk Everything

“Adidas will launch a unique photo print app in August that allows customers to print their favourite Instagram photos directly onto the ZX Flux trainer.”

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Decoded Fashion - Fashion Tech Daily - Adidas Instagram Trainers

Decoded Fashion Fashion Tech Daily - Arden Reed Tailor Truck


1. The Latest In The Custom Clothing Clone Wars: Tailor Trucks and 3D Scanners

The startup Arden Reed has made it possible for customers to get fitted via 3D scanners in so-called Tailor Trucks. The downside: “there’s no proof yet that custom sizing is a sustainable e-commerce venture.”

2. Tod’s Targets Loyalists With Logo Driven Mobile Ad 

“Italian leather goods company Tod’s is targeting culturally-minded affluent readers of Condé Nast’s W magazine with a banner advertisement on the publication’s mobile Web site.”

3. Pharrell Williams Announces ‘Long-Term Partnership’ With Adidas

Adidas and Pharell Williams are entering into a collaboration that is set to launch this summer. The collection will make use of William’s fabric company Bionic Yarn. “Working with an iconic brand like Adidas is such an incredible opportunity,” said Williams in a statement.

4. Consumers Say No To In-Store Mobile Tracking

A survey by OpinionLab has found that the majority of U.S. consumers do not want to be tracked when shopping in stores. This was mainly down to their lack of trust in retailers’ motives for using in-store tracking.