Adidas thinks this 74-year-old shoe can replace Yeezys
that have been brought back by Gen Z consumers. The sneakers have a long history with the brand. Adidas first introduced Sambas in 1949. Gazelles were first released in the 1960s; Spezials came out in the late 70s.
"We currently have maybe the hottest shoe in the market, in the segment we call Terrace, and it's the Samba," CEO Bjørn Gulden told analysts on athis week."And you have seen it for a while, coming in on fashion shows and also on celebrities that have actually bought the shoes themselves." Gulden called Sambas, Gazelles, and Spezials a very fast-growing"franchise" for Adidas. The company launched a pop-up store in Shanghai this week dedicated to the Samba.Edward Berthelot/Getty Images
"And as you can see, people are lining up to buy only one product," Gulden said while directing analysts to a prepared visual presentation. "It's hot in Asia, hot in Latin America, hot in Europe, and in America, and I can't remember the last time I saw that," he added, speaking of Terrace shoes."So look for the Samba, look for the Gazelle, and ironically also the Spezial, which was actually a handball shoe that even I used when I was playing, which probably tells you how old I'm getting."
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