adidas CEO Herbert Hainer 聲稱銷售額的大幅增長要歸功於 Pharrell 和 Kanye West

在昨日舉辦的 adidas Q1 電話會議中，adidas CEO Herbert Hainer 宣布 adidas Originals 財政年第一季度的盈利增長率達到 29%，相比去年同期 3% 的增長率，有了大幅度的提高。Hainer 特別指出銷售額的增長歸功於 Pharrell Williams 的 adidas Superstar 聯名系列以及 Kanye West 的 Yeezy Boost 發售。但考慮到 Yeezy Season 1 的限量程度，Hainer 認為 Stan Smith、ZX Flux 與 Tubular Runner 的出眾銷售成績也在其中起到了舉足輕重的作用。感興趣的朋友可以瀏覽以下原文。

In the lifestyle sector, we also got off to a great start into the year. The adidas Superstar quickly became the shoe of the season. And the global launch of the Supercolor pack, the introduction of the Superstar Silver in 50 different colorways, in cooperation with Pharrell Williams, has brought the franchise to new levels. Sales and sell through spiked the growth of all channels around the globe, creating halo effects far beyond the product itself.

Moreover, at the launch of the Yeezy Boost, our first shoe developed in collaboration with Kanye West, long queues formed in front of stores. And let’s not forget the success of the newly launched Tubular and the latest version of the ZX Flux. All of this drove an aggressive 29% sales increase at adidas Originals, with strong double-digit increases in all markets, except Russia.