On a sales conference call Monday (May 11) to address first quarter sales, adidas CEO, Herbert Hainer, gave credit to Kanye West and Pharrell for helping boost the sales in the adidas Originals department.
Thanks to both artists, the adidas Originals division saw a 29% spike in sales for the first quarter, which is up from last year by 26%. The CEO says the spike in sales came courtesy of Pharrell’s, adidas Supercolor pack and the launch of the Yeezy Boost, while also giving credit to new silhouettes from Three Stripes like the Tubular and ZX Flux.
Below is an excerpt from the call:
“In the lifestyle sector, we also got off to a great start into the year. The adidas Superstar quickly became the shoe of the season. And the global launch of the Supercolor pack, the introduction of the Superstar Silver in 50 different colorways, in cooperation with Pharrell Williams, has brought the franchise to new levels. Sales and sell through spiked the growth of all channels around the globe, creating halo effects far beyond the product itself.
Moreover, at the launch of the Yeezy Boost, our first shoe developed in collaboration with Kanye West, long queues formed in front of stores. And let’s not forget the success of the newly launched Tubular and the latest version of the ZX Flux. All of this drove an aggressive 29% sales increase at adidas Originals, with strong double-digit increases in all markets, except Russia.”
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