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Despite their efforts, Nike has never managed to be as cool as Adidas(2)

In rebooting the Stan Smith line, Adidas crafted a campaign that was more shaggy than slick. First, it quietly pulled them from the market. Then it shipped customised pairs to select celebrities as it prepared to ramp up production. The subtle approach helped accelerate "normcore" momentum the sneakers already had on the fashion circuit.

In the end, the Stan Smith caught fire because a famous designer casually wore a pair out on a Paris catwalk, no fancy photo shoot required.??McPheters, at Stadium Goods, said the Air Max 97 reboot has been a hit in part because it was less hyped. "It's not something they've been milking for years," he said.

Nike CEO Parker is no longer talking about the Cortez

The future of Nike, Parker said, is in 3D modeling, an accelerated system for designing new sneakers and being a company geared to "better serve the consumer personally, at scale." In short, the company will increasingly react to its customer, rather than hope the opposite holds true. Its experience with the Cortez reboot-however inexpensive, given the company's size-shows this to be a reasonable strategic pivot.

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