Adidas CEO says Pharrell Williams’ Superstar shoe has “become the shoe of the season.”
A slew of high-profile endorsements have proven profitable for adidas.
According to the financial analysis site Seeking Alpha,the German sporting goods company has seen a 29% sales increase in its adidas Originals division.
adidas CEO Herbert Hainer says Pharrell Williams’Superstar shoe, which was released in 50 different colorways, has become “the shoe of the season” and it has “brought the franchise to new levels.”
Hainer noted long lines in front of stores in anticipation of the Yeezy Boost, adidas’ first shoe developed in collaboration with Kanye West, and two newly released high-performance shoes as significant factors in the company’s growth.
“All of this,” Hainer says, “drove an aggressive 29% sales increase at adidas Originals.”