Let's go back two years. When it came to sneakers, and overall sportswear branding, Nike was the reason people lined up alongside sneaker shops and slept overnight on cold concrete. Nike has been telling the story and setting the tone for sportswear and marketing since the 80's. Yet, if you have been paying attention recently, things have changed.

Adidas, the brand with the three stripes, has taken over. It doesn't show in the numbers, yet if you've looked down at anyone's feet recently, they aren't wearing Nike anymore. From Kanye West to Pharrell Williams to Rita Ora to A$AP Ferg, Adidas has picked their brand endorsers and it's working. Here's how Adidas is playing their cards:  

Photo Courtesy of @Kickposters Instagram

Photo Courtesy of @Kickposters Instagram

That's the model: pick influencers, use their social media reach (and their loved one's reach), watch your brand blossom:  

Photo Courtesy of @Pharrell & Instagram

Photo Courtesy of @Pharrell & Instagram

Photo Courtesy of @Kimkardashian & Instagram

Photo Courtesy of @Kimkardashian & Instagram

Then, these style queues get "trickled down" to other style pushers, and so on and so forth. It's basically trickle down social media economics that works and is paying dividends for Adidas.

Photo courtesy of @Mattshiho & Instgram

Photo courtesy of @Mattshiho & Instgram

So, whether your favorite is the Ultra Boost Uncaged or the Pharrell NMD, it's all being given to you on a perfect social media platter. While you contemplate how & where you're picking up your next pair of limited Adidas, just know that the people behind the three stripes are continuing to push the boundaries of what a brand can do in the new age of fashion & social media.  

Photos courtesy of Instagram.

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