Part 7/15:
Adidas, embroiled in its own turmoil after the collapse of its Yeezy partnership, has bounced back by reigniting nostalgia. Turning to classic silhouettes like the Samba, Gazelle, and Campus, they’ve leveraged collaborations with celebrities and luxury brands (e.g., Gucci) to re-establish credibility. Their strategic moves have allowed them to nibble at Nike’s market share, especially in the lifestyle and fashion segments.