British PM Dons Samba? Adidas Bottoms Out!
When the momentum turns, everything moves in your favour. This could be the case for adidas. Last week, UK Prime Minister David Sunak wore a pair of Samba sneakers during an interview at Downing Street, sparking widespread attention from the community. After posting earnings results that exceeded expectations in March, Sunak has brought another significant advertising exposure to adidas' current biggest breakout sneaker, the Samba.
The dress code of politicians has always been a key mediator of information, especially in the UK where the fashion industry is one of the mainstays. In a way, it is believed that the dress code of political figures is a hint of their advocacy.
Analysts say that Sunak wore Samba shoes to emphasise his pro-life image. As Britain's youngest prime minister in 200 years and the first Asian prime minister, Sunak's assumption of office in October 2022 has been highly disruptive and topical.
The main reason why people have criticised Sunak's dress code is that his casual style of dressing does not match the positioning of the Prime Minister in people's minds. However, this may be exactly where the intention lies.
From a fashion perspective, at a time when global consumers are beginning to appreciate comfort and the mainstream menswear market is transitioning from traditional formal wear to casual wear, sneakers, which used to be found in both the professional sports and casual scenes, have made their way into the world of fashion. This is not only evident in recent years in commercial office buildings, but also in the media interview rooms of Downing Street.
In terms of global socio-psychological changes, there is a growing trend towards relaxation and breaking the mould. As the world becomes more uncertain, there is a need for emotional value.
At the end of last month, adidas changed its slogan to "You Got This", replacing its previous slogan "Impossible Is Nothing".
Along with the changes in the market and consumer concepts, the original intention of most people's sports is no longer to break through themselves and their limits. In the post-epidemic era, the global economy has entered a cycle of turbulence, and people's pressure has increased. Most sports enthusiasts only want to enjoy the sport itself, to achieve the effect of decompression and relaxation through sports, and to challenge the impossible. This conviction is becoming more and more distant from ordinary people.
The new slogan of adidas is designed to convey this idea. In its latest promotional video, the brand dissolves the tension of the fierce confrontation at the beginning of the game, and presents the brand's latest slogan in a relaxed tone, encouraging people to love the sport itself and advocating the return of sport to the pure joy.
In recent years, emotional value has become a more significant factor in consumer spending than practical value. Returning to the Samba shoe, when we revisit the history of its development, we will find that it was created in response to the need for a shoe that could be worn in a loose, casual way and that conveyed an emotional value. Consequently, Sunak's fashion choices appear to be part of a carefully orchestrated communications campaign. adidas' current promotion of Terrace culture focuses on historic footwear like the Samba, sneakers that have made their way from the playing field to the sideline bleachers, and ultimately to the road.
It is noteworthy that the Samba sneaker's explosion in popularity occurred at a time when the global sneaker market was experiencing weakness. In this challenging economic climate, the Samba sneaker has proven to be a resilient and successful product, allowing adidas to maintain a strong presence in the market despite the downturn.
The continued popularity of the Samba and the introduction of the "You Got This" slogan, which represents a more relaxed attitude, reflect a key shift in global values that adidas has identified and responded to effectively. With adidas CEO Bjørn Gulden managing market expectations, adidas' full year 2023 results released in March this year were deemed to have exceeded expectations, despite posting its first loss since 1992. In Bjørn Gulden's view, the company is on the path to recovery and the market's confidence in adidas is returning.
