Adidas tapping into the rise of #thrift with an influencer program (many of whom seem to be depop influencers) to support the re-introduction of it's forum sneaker.
tiktok.com/@emma.rogue/vi…
tiktok.com/@emma.rogue/vi…
👉Adidas hired a big vintage bus & took 5-6 thrift influencers on a vintage shopping spree
👉 Feels like a clever way for adidas to connect the relaunch of its forum shoe to Gen Z passion for thrifting considering this group would have no nostalgia for the OG
👉 Feels like a clever way for adidas to connect the relaunch of its forum shoe to Gen Z passion for thrifting considering this group would have no nostalgia for the OG
👉Influencer Emma Rogue has taken her Depop & Tik Tok fame and turned it into an IRL store
👉 She treats the store like her Depop drops, with seasonal collections, special events, VIP access & it's all promoted strategically using TikTok’s algorithm i-d.vice.com/en_uk/article/…
👉 She treats the store like her Depop drops, with seasonal collections, special events, VIP access & it's all promoted strategically using TikTok’s algorithm i-d.vice.com/en_uk/article/…
👉 Secondhand, reselling and thrifting is shifting its negative perceptions as a more sustainable option for Gen Z. Finding unique garments is the new flex. More importantly social media is creating a culture and community around buying secondhand.
More broadly it's interesting to see how Adidas & Nike are both positioning their brands to try to win over female Gen Zers. Both trying to align with creators.
👉 Last week Nike launched The Air Max accelerator program
👉 Last week Nike launched The Air Max accelerator program
https://twitter.com/VictoriaFutures/status/1415647840987144192
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