Nike and adidas have built their reputations on pioneering technology, cutting edge designs and premium endorsements. Oh and the streets. No, not the music band, but the streets, the hood, the ghetto, the road. And who would argue against the overwhelming influence people from the streets have had on these two brands.
Since the 1980’s, there were signs that these brands were no longer just sports brands. From Run DMC, the football casuals subculture to the break dancers of Paris, all have contributed significantly to the perception of the sports brands. And subsequently [albeit indirectly], have contributed to the way Nike and adidas position themselves. Adidas have retro shops worldwide which focus purely on lifestyles and sub-cultures. Collaborations with Missy Elliot and Ghost Face Killah are clear demonstrations of the direction of adidas is willing to move to.
The legacy of Jordan, although closely linked to the genius basketball player, is one of the strongest examples of Nike clinging onto a lifestyle associated with the brand. Years after Michael Jordan’s retirement, Nike still churn out Air Jordan shoes on a regular basis. Most of these are worn on the streets, not the basketball courts.
The excessive regurgitation of the road man’s favourite, Air Max 90 shows a shift in the positioning of Nike. A shoe which is over 20 years old is still one of their main assets and the bubble doesn’t look like bursting soon.
You only need to look at adidas’ ad campaigns in recent times to see a change in their image. The focus has been on sub-cultures, namely urban sub-cultures, rather than sport. Their ads are now peppered with musicians and TV personalities. Their tracksuits are uniforms in inner-city subcultures.
The influx of ‘sneaker mags’, sneaker fairs and other sneaker paraphernalia shows a complete evolution in these brands. And more recently, Kanye West’s collaboration with Nike firmly underlines the evolution from sports brand to fashion brand.
Neither adidas or Nike can class themselves as purely sports brands anymore. They are now lifestyle brands. Their endorsements may still primarily come from sport, but their income and influence is from the streets.
Older heads will quite rightly argue that this has always been the case. But to see the brand’s finally accept and acknowledge this is probably the most significant aspect of this evolution. Look out for adidas’ Olympics 2012 ads which feature David Beckham [who is more fashionista than footballer], Keith Lemon, Daley Thompson and Wretch 32. None of the aforementioned will be competing in the Olympics by the way.
Sports brand? Lifestyle brand? What do you think?