I meant Adidas outside of the Yeezy line
Seems like a few different topics being commingled, one is new product/tech and the other is resell and the release process as a whole.
Ultraboost is about 5 years old. That tech is great, granted that model isn’t hyped any longer but boost as a technology will be around for decades like NikeAir. Also the 4D carbon midsole is new technology, but consumers aren’t buying new technology, they’re buying products being influenced now. If Yeezy does a 4D, forget it. It’ll pull up sales for GRs too. Adidas has been selling more product quarter over quarter for 5 years now, so they’re doing something right.
I don’t like the current status of things release wise, but these are strange times. I think a lot of Cares money is having an influence on the sneaker market with millions of people having an additional $600 a week, and if you’re not working you’re probably looking to resell more, people need to make money. Prices for everything have been going up for months and releases seem to be harder to get.
Nike does raffles, and people can just create accounts, the more accounts you have the greater your chance of getting the sneaker and multiples. Adidas does a waiting room so their algorithms can remove suspect accounts/bots/etc. Both aren’t great, but what’s the new option if not these? Retailers are worse than the brands, and backdooring occurs at the local level all the time.
This is Yeezy specific but Nike owns basketball, and it’s not close. Having a lifestyle version of a basketball shoe is incredible marketing long term for Adidas. It’s setting up growth in basketball revenue for decades with Kanye initially behind a basketball shoe now and pulling it into lifestyle fashion.
That is all....