Chapter 4: The Marketing
Environment
Essentially Adidas’s mission was to cater to athletes at all
levels. But adding both style and performance with the new silhouette named “tubular
X”, they specifically wanted to create a redefined shoe that can become the future
look for shoes made for the basketball court. The tubular X was featured in a
New York, “art- meets- fashion gallery” where it got its first introduction. Getting
positive feedback from both sneaker and fashion critics Adidas further extended
the tubular to the eyes of basketball fans as well. NBA stars are the most marketable and also most
of them rely on sneaker deals. This is why Adidas has signing stars such as
James Harden, Andrew Wiggins and rookie Justice Winslow. Winslow’s scene of
fashion and style was exactly what Adidas felt would help show case this up and
coming product. With Justice Winslow and his sense of fashion off the court,
Adidas felt he would be the right face to market the new silhouette.
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