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ADIDAS’ RETRO-INSPIRED SHOES ARE FLYING OFF SHELVES

By Jordan Valinsky, CNN
2 minute read
Published 8:47 AM EDT, Tue April 30, 2024
Link Copied!
Adidas Samba shoes are flying off shelves.
Jeremy Moeller/Getty Images
New York CNN  — 

Adidas’ Samba and Gazelle sneakers might look like they’re from another decade,
but they’re the hottest shoes on sale right now.

The German sportswear company said that sales of the retro-style shoes are “very
strong and growing,” helping increase first-quarter growth at the company, which
is still trying to find its footing following the dissolution of its lucrative
partnership with rapper Ye.

Buoyed by the strength of those shoes, plus higher demand for its running,
basketball and soccer shoes, Adidas registered a net profit of about $182
million through the first three months of 2024 — a sharp reversal from the same
time period last year when it reported a $26 million loss.

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The history of Samba sneakers can be traced back to the 1950s when they were
worn by a German soccer team looking for a durable shoe to play on icy and snowy
patches. While the actual design has been modernized, the “3-zone profile”
(a.k.a. the stripes) have become a trademark symbol for Adidas.

The Gazelle sneakers, which also have the three stripes, date back to the 1960s
and were originally designed for indoor sports before morphing into one of the
most recognizable pairs of shoes.

In particular, sales in Europe soared 14%, and Adidas also had strong demand for
its products in China and Latin America. North America was a sore spot for the
brand, with revenue dipping 4% because of overstocked inventory at retailers.

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“The markets are still volatile and not easy, but we feel we are making progress
everywhere,” said Adidas CEO Bjørn Gulden in a release. “We will continue to
‘over invest’ into the product, into the brand, into sales and marketing to
ensure continued growth.”

Adidas confirmed its positive 2024 outlook, particularly with major sporting
events ahead including Euro 2024 and Copa America soccer tournaments plus the
Olympics.

Rival Nike recently nabbed the rights to be the official kit supplier for the
German national soccer teams from 2027 until 2034, bringing an abrupt end to
more than seven decades of the sport’s partnership with Adidas, which spanned
four World Cup wins for the men’s team.

Last year, Adidas slumped to a rare annual loss, hit by the fallout from
its costly break-up with rapper Ye, sluggish sales in North America and a huge
tax bill.


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