FW’25 BRIEF : – ADIDAS ADAN

LOW SLIP ON

PRESENTATION TITLE 25-SEP-23 1

 CONCEPT
For FW25, we will re-introduce the adidas All Day All Night - an archival silhouette series with a
design language that is true to the rugged and hand-crafted aesthetic associated with chiller
seasons, by combining respective elements from each model into a slip-on to fulfill the lace-less
and comfort needs of Gen Z consumers.

The success of the Crazy Illnfinity’s approach of blending the design language of the adidas Kobe
silhouettes into one sneaker showed that a fresh update on an iconic design from the past is a
perfect recipe for eliciting nostalgia from our heritage fans while introducing a disruptive model
in our range amongst the new generation.

Adidas ADAN 1 Adidas ADAN 2 Adidas ADAN 3

(2001) (2002) (2003)
 BACKGROUND
When the All Day All Night (ADAN) models were released in the early
2000s, the trilogy of silhouettes truly embodied the character of a lifestyle
basketball sneaker, being promoted as shoes you can wear from the crib to
the class to the club the court.

Each model was boot inspired, and the Hero article was a faux suede
wheat colorway that resembled the Timberland boot that transcended hip-
hop fashion culture in the 80s, 90s, and 2000s era.

It would become the first basketball shoe to use peanut butter nubuck.

In particular, the fall and winter season is when the boot style and wheat
colorway would rise to prominence, offering consumers a sturdy silhouette
that kept them dry and warm, with a neutral color that could be paired
with a multitude of outfits.

With the models passing performance testing, the ADAN series provided
the versatility for consumers to wear the shoes both off and on the court.

Back then, you couldn’t get in the club with sneakers, but you could get in
with Timberlands, so when designer Ron Wright designed the ADAN 1, it
was a culturally historic moment. adidas set the blueprint for lifestyle
basketball.
 COMPETITOR ANALYSIS

CLARKE’S SUEDE WALLABE REEBOK CLASSIC BROWN

$160 USD BEATKNIT MOC
$90 USD

UGGS CLASSIC MINI BOOT LUGZ MENS FRINGE FLAT

HEEL LACE UP BOOTS TIMBERLAND PREMIUM
$160 USD 6 INCH BOOT
$48 USD
$120-$170 USD
 WHY IS IT NEEDED?
DISRUPTION TREND RANGE
TARGET CONSUMER
 FW25 ADAN
MODEL LINEUP

SLIP
ON

ADAN 3 ADAN SLIP-ON

DISTRO

PROMO FASHION SPECIALTY

$140 $130
RRP
 ADAN GENERAL
UNISEX
VOLUME TARGET: 50K ADAN 3 SLIP ON
ARTICLE INVEST: 5

FW25
FW21 JUNE JULY AUG SEPTEMBER OCTOBER NOVEMBER

1 OG BRING WHEAT HERO

BACK ARTICLE
PROMO

ADAN SLIP
3 ON

2 WHEAT HERO 3 SEASONAL 4 SEASONAL

ARTICLE COLOR COLOR
SLIP SLIP SLIP
ON ON ON
TARGET TARGET TARGET
VOL: 20K VOL: 10K VOL: 10K
SEASONAL
SPECIALTY
FASHION

COLOR
SLIP
ON
TARGET
VOL: 10K
PRODUCT DETAILS/TECHNOLOGY
 BRAND COLLABORATIONS
CHERRY LA HIDDEN NY SEAN WOTHERSPOON

SPORTY & RICH HOOP YORK CITY BAD BUNNY

 DIGITAL ROLLOUT
TRIBUTE TO OG ADAN HYPE ACCOUNTS CONSUMER ENGAGEMENT/GIVEAWAY
COMMERICAL
 SEEDING
INFLUENCERS HBCU AMBASSADORS
ADIDAS ATHLETES
 RELEASE STRATEGY
COLLECTION (CHAPTER) RETAIL WORKERS CLEANING SUEDE KIT
ADIDAS X SPOTIFY COMMUNITY PLAYLIST

2001 2002 2003

 ACTIVATION – BLOCK PARTY
INSPIRATION EAST COAST & WEST COAST AFTER DARK