Pokémon who jumped out of the pokeball will appear on the Adidas Campus series sneakers.
According to Footwear News, Adidas and the most popular video game and animation series "Pokémon" in the 90s will jointly launch a series of sneakers.
is currently the first to expose the two colors of Pikachu and Jenny Turtle-Campus has a Pokémon pattern on the upper, the logo of Adidas and Pokémon is marked on the tongue, and the inside of the shoe is embroidered to highlight the Pokémon image of.
This series of sneakers will be on sale at the end of April and early May to promote Pokémon’s first live action movie "Detective Pikachu" to be released on May 10.
lead exposure Pikachu color (Source: ins)
recent years, Adidas and many hot film, animation works cooperated, and most of them are taking advantage of the release or the end time point such as the introduction of joint models, through film and television , The popularity of animation, attracting fans, expanding customer base, and ultimately turning into marketing revenue.
At the end of 2015, "Star Wars 7: The Force Awakens" will be released soon, and Adidas has opened up Star Wars customization options while it is hot. Fans can present their favorite characters on the Superstar 80s shoes through the Miadidas platform. In addition to the heat brought by the joint name, Adidas also added elements of private customization, adding a strong selling point to its own products.
STAR WARS x adidas Originals (picture source: Nowre)
In 2018, the classic anime "Dragon Ball" sequel "Dragon Ball Super" in the hearts of post-80s and post-90s was officially stopped in March, and then Adidas announced its cooperation with Dragon Ball. Since August, 8 limited-edition joint sneakers have been launched one after another, and the circulation of each is only about 2500 pairs. The final "Dragon Advent" series released on December 21st was sold out in some sizes on the day it was launched. Some netizens said that buying co-branded models is even more difficult than getting Dragon Ball.
Adidas and Dragon Ball launched a joint model (picture source: collection number)
In addition to the hottest anime, the hottest episodes were also won by Adidas.
On April 14 this year, "Game of Thrones" will be released for the final season, and this hot IP, which has won the Emmy Award for the best drama series three times and won record ratings, has also become the target of Adidas' cooperation. Adidas’ top-level cushioning running shoes Ultra Boost and "Game of Thrones" have launched 6 themed joint colors, and will be on sale for a limited time from March 22 to April 14, each pair is priced at approximately RMB 1,133.
Adidas Ultra Boost x Game of Thrones (Image source: Nowre)
Adidas is obviously not the first company to discover the benefits of joint names.
2015 When the Marvel masterpiece "Avengers 2" was released, Under Armour specially launched a limited edition cool equipment inspired by superheroes. The superheroes saved the world in the Under Armour tights, which also made the subsequent superhero series of tights sold well.
Under Armour x Avengers (picture source: Under Armour official website)
co-branding with IP that meets the brand's temperament will also help strengthen the brand image in consumers' minds. Adidas’s biggest competitor Nike also launched a joint series with Transformers as early as 2009. Its basketballBrand Jordan started a classic collaboration with "Slam Dunk" in 2014, launching two pairs of Sakuragi Flower Road special sneakers, Air Jordan 6 and Super. Fly 3 X.
Sakuragi Hanado himself wore the Air Jordan in anime when it appeared in real life, it was quickly wiped out. The AJ6, originally priced at 1,299 yuan, is in short supply, and the market price now exceeds 3,000 yuan.
Sakuragi Flower Road wearing AJ in the anime
Previously, the Pokémon-themed "Pokemon GO" launched in 2016, after 90 days, total revenue reached 600 million US dollars (equivalent to approximately 4 billion yuan) yuan). Therefore, Adidas is also looking forward to this time being able to hold hands with big IP and bring about a surge in sales.
