The Adidas flagship store in Paris offers advanced sneaker customization services. Discover them in this article and understand their marketing benefits.
The sneaker market is highly competitive. So, it’s an interesting market to observe the latest marketing trends. I visited the new Adidas flagship store in Paris (88 rue des Champs Elysées) and was particularly impressed by the implemented sneaker customization strategy. I tell you all about it in this article.
Adidas figures and statistics
- Sales 2023: 21.42 billion euros (+5%).
- Q1 2024 sales: €5.46 billion (+4%).
- Retail investments in 2023: 250 million euros.
- Reduction in-store network: from 2,000 stores in 2022 to 1,860 in 2023.
- Share of French consumers buying Adidas sneakers for daily use: 7.2% (vs. 6.7% for Nike).
- The average price of a pair of Adidas sneakers in France is €63 (vs. €88 for Nike).
Introduction
The sneaker market resembles an ongoing war. This can be seen in the sports fields, corporate life (Bjørn Gulden, Adidas CEO, was poached from Puma), and the various brands’ flagship stores. The latter compete in marketing innovations to seduce consumers. Customizing sneakers is an important part of this marketing strategy.
Customization, an ancient marketing strategy
Far be it from me to say that personalization is a recent strategy. Apparel brands have long practiced it. However, there are certain gradations.
As with Louis Vuitton, customization can involve a special edition of an ultra-famous model. For the partnership with Yayoi Kusama, the monogrammed fabric was enriched with drawings reminiscent of the Japanese artist’s work.
A step further is Lacoste‘s strategy of customizing standard products with added elements.
Then, there’s Adidas’ customization strategy.
Customizing your Adidas sneakers
The customization workshop I visited is located on the top floor of the Adidas flagship store at 88 Avenue des Champs Elysées. This new 2820m² store opened on May 30, 2024, after relocating from number 22.
It’s different from the more classic one in the basement, where, like Nike or Lacoste, you can opt for more classic customization based on accessories. The 3rd-floor workshop is unique because artists personalize your sneakers according to your wishes. They paint motifs (your own or those already available) directly onto the leather, making the pair unique.
Of course, this customization comes at a price (up to €99 in addition to the price of the sneakers), but overall, it’s a bargain considering the work involved. I chatted with the 2 artists present that day and saw that the process was meticulous and time-consuming. I should have asked if the applied decorations were water-resistant, as I’d be a little apprehensive about wearing such beautiful sneakers in wet weather. To convince you of the aesthetic appeal of these sneakers, I invite you to look at the photos I’ve taken below.
Conclusion
In conclusion, I’d like to offer you some marketing food for thought. Why does Adidas go even further than its competitors in terms of customization? What’s in it for them from a branding point of view? Those who see it as a financial opportunity are mistaken. This type of operation could be more profitable. The people who customize your sneakers must be paid; the products are expensive, not to mention the sales space used. No. It’s a show of force.
The brand wants to show that it can transcend certain iconic models. It doesn’t have to live through them and for them. Customers can make them their unique objects of contemplation. Of course, some will consider a premiumization strategy like the one Nike has followed through certain collaborations (see, for example, the story of the Air Force 1 designed by Virgil Abho in collaboration with Vuitton). Here, we’re not looking for luxury but affordable exclusivity to enhance the customer’s value. It’s less about flaunting your purchasing power than showing off your taste and personality. And that’s why I find this Adidas initiative interesting and memorable.
Posted in Marketing.