阿迪推出新型跑鞋,目標直指耐克大綱

Adidas thinks it’s come up with the next big thing in running shoes. And the company isn’t being shy about telling everyone about it. When the goal is to catch Nike, you can’t be.

阿迪達斯自認爲已經找到了跑鞋領域的“下一個大發現”。而且該公司並不吝嗇於向全世界宣示此事。如果它的目標是追趕耐克的話，那更應該這樣了。

At a swanky launch event at New York’s Javitz Center, Adidas product execs rolled out their new “ Energy Boost” running shoe, boasting that it will do nothing less than revolutionize running footwear. A worldwide launch is scheduled for Feb. 27.

在紐約賈維茨會議中心（Javitz Center），一場華麗的發佈會上，阿迪達斯的產品高管們滔滔不絕地介紹他們全新的“Energy Boost”跑鞋，稱該產品無異於將給跑鞋領域帶來一場變革。按照安排，這款跑鞋將於2月27日在全球發售。

To a horde of journalists from North America, Europe and Asia, global brand chief Eric Liedtke proclaimed the start of a “new chapter” in running shoes, one that perfectly balances comfort and energy. The formula: small capsules fused together inside the sole provide consistent energy and bounce, designed to keep a consistent spring in a runner’s step all the way through a long course. Adidas execs say the technology, three years in the making, is proprietary, though they couldn’t be specific on questions about patent rights.

面對一羣來自北美、歐洲和亞洲的記者，阿迪達斯全球品牌總裁埃裏克·裏德克（Eric Liedtke）宣稱這將是跑鞋領域“新篇章”的開始，這雙鞋將完美地平衡舒適度和能量。其創意在於，鞋底是由大量的小氣囊複合構成，從而能夠提供連貫的能量和彈力，這種設計是爲了能在長距離的奔跑過程中爲跑步者提供持久而均衡的彈力。阿迪達斯的高管表示，這項技術歷經三年研發，是獨一無二的，不過他們並沒有特別迴應有關其專利權的問題。

The marketing plan: roll out the Energy Boost, which will retail for $150, to serious runners at Adidas Stores and various running specialty chains. Advertising will be limited, with no TV. If the response is good, look for a wider retail rollout backed by a bigger ad budget. “The idea is to spend the big bucks later, in time for a broader retail launch, ” says Patrik Nilsson, president of Adidas America.

該公司的市場營銷計劃是：通過阿迪達斯專賣店以及不同的專業跑步用具連鎖店，將Energy Boost（零售價爲150美元）提供給經常從事跑步運動或鍛鍊的消費者。該公司進行的廣告宣傳將非常有限，沒有投放電視廣告的計劃。如果市場反饋良好，該公司將分配更多的廣告預算從而進行更廣泛的零售推廣活動。阿迪達斯美洲區業務總裁帕特里克·尼爾森（Patrik Nilsson）表示：“我們的想法是，在需要啓動更大規模零售銷售的時候，再花大價錢做廣告。”

Adidas plans to eventually outfit all of its athletic shoes –basketball, tennis , the works – with its “Boost” technology. But for now, Nilsson says, the running category is where Adidas has its biggest opportunity for growth. That’s probably true: according to athletic apparel tracker SportsOneSource, it has just 4.4% of the global market, little changed from two years ago. Market leader Nike, meanwhile, enjoys a 54% share. Adidas does a bit better in the overall athletic shoe market with an 8.6% share, but that’s still only about a sixth of what Nike has when its Jordan Brand subset is included.

阿迪達斯計劃最終爲其所有運動鞋類——籃球鞋、網球鞋等配備這種名爲“Boost”的氣囊技術。但是尼爾森表示，現在跑鞋類產品是阿迪達斯擁有最大增長機遇的產品類別。這個觀點可能沒錯：根據運動服飾領域追蹤公司SportsOneSource，阿迪達斯只是擁有全球跑鞋市場4.4%的份額，和兩年前相比並沒有太大變化。，但是，市場領頭羊耐克卻掌握54%的份額。在整個運動鞋類市場，阿迪達斯的表現稍好，擁有8.6%份額，不過這只是包括喬丹品牌在內的耐克所佔有份額的六分之一。

SportsOneSource analyst Matt Powell thinks the Energy Boost concept will help, but that the running shoe category is so highly fragmented – minimalist, lightweight, fashion running, trail running, etc. – that no one technology is likely to change the industry. “Retailers say it’s a good program, but I don’t think it’s a game-changer, ” says Powell.

SportsOneSource分析師馬特·鮑威爾（Matt Powell）認爲，Energy Boost概念將帶來幫助，不過由於跑鞋市場高度分散——簡約風格跑鞋、超輕便跑鞋、時尚跑鞋、越野跑鞋——沒有一項技術可能顛覆整個行業。鮑威爾表示：“零售商表示，這是一個不錯的項目，不過我並不認爲這能夠顛覆遊戲規則。”

As much as the actual quality of the new shoes – which consumers will ultimately judge – Adidas’ launch fits its modern strategy of promoting itself as an innovator to a young, tech-savvy crowd. A 40-something browsing in an Adidas store in New York isn’t likely to find much that’s familiar. At Wednesday’s presentation, Liedtke channeled Steve Jobs with his jeans and black shirt (though not a turtle neck), as he boasted that Adidas had “cracked the code” of finding the optimal combination of comfort and energy in a running shoe. A handful of young, all-Adidas clad helpers joined him in holding up the Energy Boost shoe to the audience. To complete the Apple connection, the company even handed out free iPad minis to the audience.

不管這款新跑鞋的實際質量（消費者將最終作出評判）如何，阿迪達斯本次推廣活動符合其現代戰略——將自己作爲創新者推廣給年輕、精通科技的用戶羣。40多歲的中年人在紐約的阿迪達斯專賣店閒逛的話，不大可能找到自己太熟悉的東西。在週三的介紹會上，裏德克穿着和史蒂芬·喬布斯一樣的牛仔褲和黑色襯衫（儘管不是圓翻領），他表示阿迪達斯已經“破解了密碼”，找到如何在跑鞋中實現舒適和能量的最優組合。幾位年輕、一身阿迪達斯打扮的助手捧着Energy Boost跑鞋，來到臺前和他一起向觀衆展示。爲了使與蘋果的聯繫更加完美，該公司甚至向觀衆免費派發迷你iPad。

Of course, Apple’s stock has been slumping of late. All the more reason to continually convince the public you’re always coming up with the next cool thing. Whether you are or not, they’ll let you know.

當然，蘋果的股價最近持續下滑。因此，作爲商家，你更加有理由繼續說服公衆，讓他們相信你總是能拿出很酷的產品來。但是你究竟酷不酷，要由他們說了算。