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    Jonathan Maduike Adidas Intern Project - fw25 LF FTW Brief 1

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    api-353137918
    The document proposes reintroducing the Adidas All Day All Night (ADAN) sneaker series from the early 2000s as a slip-on sneaker called the ADAN Slip-On. It will blend design elements from three retro ADAN models into one sneaker to appeal to both heritage fans and Gen Z. The original ADAN shoes were popular lifestyle basketball sneakers known for their suede and boot-inspired design. The proposal includes plans to market the new ADAN Slip-On through influencers, athletes, retailers and a digital campaign celebrating the history of the ADAN series.

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    Jonathan Maduike Adidas Intern Project - fw25 LF FTW Brief 1

    Uploaded by

    api-353137918
    108 views15 pages
    The document proposes reintroducing the Adidas All Day All Night (ADAN) sneaker series from the early 2000s as a slip-on sneaker called the ADAN Slip-On. It will blend design elements from three retro ADAN models into one sneaker to appeal to both heritage fans and Gen Z. The original ADAN shoes were popular lifestyle basketball sneakers known for their suede and boot-inspired design. The proposal includes plans to market the new ADAN Slip-On through influencers, athletes, retailers and a digital campaign celebrating the history of the ADAN series.

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    jonathan maduike adidas intern project - fw25 lf ftw brief 1

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    The document proposes reintroducing the Adidas All Day All Night (ADAN) sneaker series from the early 2000s as a slip-on sneaker called the ADAN Slip-On. It will blend design elements from three retro ADAN models into one sneaker to appeal to both heritage fans and Gen Z. The original ADAN shoes were popular lifestyle basketball sneakers known for their suede and boot-inspired design. The proposal includes plans to market the new ADAN Slip-On through influencers, athletes, retailers and a digital campaign celebrating the history of the ADAN series.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    108 views15 pages

    Jonathan Maduike Adidas Intern Project - fw25 LF FTW Brief 1

    Uploaded by

    api-353137918
    The document proposes reintroducing the Adidas All Day All Night (ADAN) sneaker series from the early 2000s as a slip-on sneaker called the ADAN Slip-On. It will blend design elements from three retro ADAN models into one sneaker to appeal to both heritage fans and Gen Z. The original ADAN shoes were popular lifestyle basketball sneakers known for their suede and boot-inspired design. The proposal includes plans to market the new ADAN Slip-On through influencers, athletes, retailers and a digital campaign celebrating the history of the ADAN series.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15

    FW’25 BRIEF : – ADIDAS ADAN

    LOW SLIP ON

    PRESENTATION TITLE 25-SEP-23 1


    CONCEPT
    For FW25, we will re-introduce the adidas All Day All Night - an archival silhouette series with a
    design language that is true to the rugged and hand-crafted aesthetic associated with chiller
    seasons, by combining respective elements from each model into a slip-on to fulfill the lace-less
    and comfort needs of Gen Z consumers.

    The success of the Crazy Illnfinity’s approach of blending the design language of the adidas Kobe
    silhouettes into one sneaker showed that a fresh update on an iconic design from the past is a
    perfect recipe for eliciting nostalgia from our heritage fans while introducing a disruptive model
    in our range amongst the new generation.

    Adidas ADAN 1 Adidas ADAN 2 Adidas ADAN 3


    (2001) (2002) (2003)
    BACKGROUND
    When the All Day All Night (ADAN) models were released in the early
    2000s, the trilogy of silhouettes truly embodied the character of a lifestyle
    basketball sneaker, being promoted as shoes you can wear from the crib to
    the class to the club the court.

    Each model was boot inspired, and the Hero article was a faux suede
    wheat colorway that resembled the Timberland boot that transcended hip-
    hop fashion culture in the 80s, 90s, and 2000s era.

    It would become the first basketball shoe to use peanut butter nubuck.

    In particular, the fall and winter season is when the boot style and wheat
    colorway would rise to prominence, offering consumers a sturdy silhouette
    that kept them dry and warm, with a neutral color that could be paired
    with a multitude of outfits.

    With the models passing performance testing, the ADAN series provided
    the versatility for consumers to wear the shoes both off and on the court.

    Back then, you couldn’t get in the club with sneakers, but you could get in
    with Timberlands, so when designer Ron Wright designed the ADAN 1, it
    was a culturally historic moment. adidas set the blueprint for lifestyle
    basketball.
    COMPETITOR ANALYSIS

    CLARKE’S SUEDE WALLABE REEBOK CLASSIC BROWN


    $160 USD BEATKNIT MOC
    $90 USD

    UGGS CLASSIC MINI BOOT LUGZ MENS FRINGE FLAT


    HEEL LACE UP BOOTS TIMBERLAND PREMIUM
    $160 USD 6 INCH BOOT
    $48 USD
    $120-$170 USD
    WHY IS IT NEEDED?
    DISRUPTION TREND RANGE
    TARGET CONSUMER
    FW25 ADAN
    MODEL LINEUP

    SLIP
    ON

    ADAN 3 ADAN SLIP-ON


    DISTRO

    PROMO FASHION SPECIALTY

    $140 $130
    RRP
    ADAN GENERAL
    UNISEX
    VOLUME TARGET: 50K ADAN 3 SLIP ON
    ARTICLE INVEST: 5

    FW25
    FW21 JUNE JULY AUG SEPTEMBER OCTOBER NOVEMBER

    1 OG BRING WHEAT HERO


    BACK ARTICLE
    PROMO

    ADAN SLIP
    3 ON

    2 WHEAT HERO 3 SEASONAL 4 SEASONAL


    ARTICLE COLOR COLOR
    SLIP SLIP SLIP
    ON ON ON
    TARGET TARGET TARGET
    VOL: 20K VOL: 10K VOL: 10K
    SEASONAL
    SPECIALTY
    FASHION

    COLOR
    SLIP
    ON
    TARGET
    VOL: 10K
    PRODUCT DETAILS/TECHNOLOGY
    BRAND COLLABORATIONS
    CHERRY LA HIDDEN NY SEAN WOTHERSPOON

    SPORTY & RICH HOOP YORK CITY BAD BUNNY


    DIGITAL ROLLOUT
    TRIBUTE TO OG ADAN HYPE ACCOUNTS CONSUMER ENGAGEMENT/GIVEAWAY
    COMMERICAL
    SEEDING
    INFLUENCERS HBCU AMBASSADORS
    ADIDAS ATHLETES
    RELEASE STRATEGY
    COLLECTION (CHAPTER) RETAIL WORKERS CLEANING SUEDE KIT
    ADIDAS X SPOTIFY COMMUNITY PLAYLIST

    2001 2002 2003


    ACTIVATION – BLOCK PARTY
    INSPIRATION EAST COAST & WEST COAST AFTER DARK

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