Everybody know Stan Smith because today we wear his name all days our foot. Recall the basis of the base, Stan Smith was a famous tennis man who won two tournaments (US Open 1971 and Wimbledon 1972) and, he was number one of the world in 1972 to mid-1973. so: How the best tennis man of an era has his name on a shoe? That’s the question !!!
One day in 1963 Adidas wanted to create a basic basket for tennis man, so the brand asked advice to Robert Haillet an other famous tennis to know if he wants to become the emblem of the shoe, and he accepts. But 10 years after Robert decided to stop the partnership, so Stan Smith becomes official sponsor of the brand. Moreover, Adidas created the first shoe that we can wear to do sport and to wear it for everyday.
More than a name, Adidas creates a marketing buzz with this white basket !
Because in 2011 the phrase appears in every social network and magazine “A myth that only sold in France” Adidas stops the production during 2 years. The brand created interest in a product because many customers claimed the return of the shoe, and when the famous shoe was marketed, there is out of stock during 3 months !!!
And today Adidas sees more because you can personalize your Stan Smith in the Adidas website. Finally, today the trend is to create, open concept store, so many store like this create limited products to attract customers and that they feel privileged.
In conclusion: You wear the same fashion products than your parents like Stan Smith !!!