Brand Finance He estimated the brand value of Adidas at $14 billion.
Adidas has also seen its relationship with yeezy.
Balenciaga is a brand owned by Kering, which also owns brands like Gucci.
Adidas has failed from relationship to relationship, first with Ye, breaking its relationship with Yeezy, but continuing to sell sneakers with these designs and now we find out what happened with Balenciaga, where the German announced that it is considering the relationship of cobranding that started with the famous luxury brand.
the market of apparel have figures interesting to watch, as revealed by Brand Financeby listing the most valuable brands in the apparel. Within the study he published titled “Apparel 50 2022” realizes that the most valuable brand in clothing sales is Nike, with an appreciation of 33 billion dollars. The brand dominates the sports apparel and thanks to strategies such as DTCshas been able to be valued positively, far surpassing brands like Zara, which previously led this list and are now in seventh position with a value of 12 billion dollars.
As the second most valuable brand in the apparel Louis Vuitton appears, with 23 thousand 426 million dollars and in third place appears Gucci, with a value of 18 thousand million dollars.
adidas It has a value in this list of 14 thousand million dollars.
From success to failure
A report released by Sneaker Freakera site specializing in expensive and collectible sneakers, reported based on screenshots sent by various consumers, that Adidas stopped the cobranding relationship it had with Balenciaga, for which reason orders were placed for products such as the Balenciaga/adidas Stan Smith or the adidas x Balenciaga Triple S was on hold.
“We have taken the time to re-evaluate our partnership with Balenciaga and have decided to pause all product launches until further notice (…) Unfortunately, therefore, we will not be able to fulfill the Balenciaga/adidas Stan Smith pre-order,” part explains. of the text sent by Adidas to consumers interested in these products.
Adidas is now re-evaluating its partnership with Balenciaga ‼️
Pre-orders for items from the Balenciaga x @adidas collection will be delayed or not fulfilled at all.
“We have taken the time to re-evaluate our partnership with Balenciaga…” pic.twitter.com/sSkClU6SOe
— aGOODoutfit (@aGOODoutfit) December 22, 2022
Despite the controversy, some time later the same users who reported this anomaly in their orders assured that they began to receive pairs like the Adidas x Balenciaga Triple S, so it was understood that the relationship had already been regularized.
It is important to see the cases of fashion brands collaborating with each other to launch special editions, because to the extent that these practices are normalized, it becomes relevant to take into account situations such as the relationship between Adidas and Balenciaga, the announcement about the alleged separation and As at the end of the day, the brand continues to sell products with the brand that advocated practices punishable by law against minors, but if it breaks its relationship with a singer due to a tweet. Apparently there are priorities.