Adidas launched its first NMD shoe, which triggered a buying spree. On March 17, 2016, Adidas listed eight new color matching NMD series on the same day and once again pushed the craze to its peak. What kind of sneakers that brought a huge increase in performance to Adidas detonated the market?
How hot is the NMD series? Whether in the Sanlitun village or the subway line 10, whether in the early 20s or the 40-year-old grandfather and aunt, you can easily see this running shoe with two color blocks in the midsole. Some of them may not know what this shoe is called, and even some people don’t necessarily wear it.
However, in China, the extent of counterfeit goods is also a side measure to measure the heat of a shoe: if you sell a fire, someone will make fake shoes, and the more people do the more fire.
Driven by the NMD series and the Stan Smith classic series, Adidas’ total revenue in the first half of 2016 increased by 15% year-on-year to 9.2 billion euros; operating profit was 900 million euros, a year-on-year growth rate of 51.8%.
How did such a “god shoe” that made Adidas fame and fortune come together?
The shoes themselves… well, not bad
Regarding the appearance of the NMD series of sneakers, this issue is a matter of opinion. Some people may fall in love at a glance, and some people may sneer at it. But in this year of running shoes aesthetics, the shape of the NMD series should be above the standard.
On the other hand, the technological level of the NMD series is still commendable. It is equipped with the most advanced midsole cushioning technology boost of Adidas. This material has been successful in many running shoes and basketball shoes, and has a good reputation among consumers. In addition, the upper of the Primeknit woven material is also well received for comfort and breathability.