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…
👉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
👉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/…
👉 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

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More from @VictoriaFutures

19 Jul
Consumers are increasingly considering professionally refurbished electronics over new ones.

👉 Amazon’s refurbished brand, Amazon Renewed, became Amazon’s third most popular electronics brand in June 2020

modernretail.co/startups/refur…
👉 Back Market, the leading global marketplace for refurbished electronics, has announced its Certified Renewed collection of electronics refurbished directly by top brands.
👉 It just raised $335m in its series D funding & is now valued at $3.5bn
👉 eBay has also created its 'Certified Refurbished' program for reselling used goods

retaildive.com/news/ebay-crea…
Read 5 tweets
22 Mar
When people say China is a growth strategy, this is what they mean.

🇨🇳 Greater China delivered growth of 51% for Nike in the three months ending Feb 2021. Single-handedly offsetting contractions in other regional markets

jingdaily.com/nike-earnings-…
👟 The company’s SNKRS app, which provides insider access to launches, events, and exclusive releases for members, has seen engagement explode, with four times more users than in 2020 and buying members increasing by 80 percent
In 2020, Nike launched a digitally focused store in Guangzhou, China

👉 Nike Experiences, a new Nike App feature, turns the city into a digitally-enabled playground
👉 Using Nike Fit technology, shoppers can get their feet scanned to find the best fit for any footwear
Read 4 tweets

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