What's Happening?
The Adidas Superstar sneaker is experiencing a revival in popularity, driven by endorsements from celebrities such as Stray Kids, Manon, and Jennie Kim. Originally launched in 1970, the sneaker is gaining traction as fashion trends shift towards simpler, flatter styles. Searches for the Adidas Superstar have increased by 4% recently, with black colorways being particularly popular. Stray Kids members, including Felix and Hyunjin, have been seen wearing the sneakers during their world tour, contributing to the trend. BLACKPINK's Jennie Kim also featured in a campaign celebrating the shoe's timeless appeal.
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Why It's Important?
The resurgence of the Adidas Superstar highlights a shift in sneaker fashion towards classic and versatile designs. This trend could influence consumer preferences and impact sales for Adidas, as well as other brands that offer similar styles. The involvement of high-profile celebrities in promoting the sneaker underscores the power of celebrity endorsements in shaping fashion trends. As the sneaker gains popularity, it may lead to increased competition among brands to capture the market for classic sneaker designs.
What's Next?
Adidas may continue to leverage celebrity endorsements to boost the popularity of the Superstar sneaker. The brand could also explore collaborations and limited editions to maintain consumer interest. As the trend grows, other sneaker brands might respond by reviving their own classic designs or introducing new styles that align with the current fashion shift. Retailers may adjust their inventory to cater to the demand for simpler, classic sneakers.
