Holy Ugly, Batman!

Takeaway: If this is the best Adidas can come up with (while it loses market share and sponsorships to Nike and Under Armour) then they're in trouble.

Adidas - Rick Owens & Adidas partner on innovative women’s footwear 

  • "For Spring/Summer 2014, designer Rick Owens and Adidas collaborate to create an innovative women’s footwear silhouette which debuted at the Rick Owens Spring/Summer 2014 Women’s collection presentation during Paris Fashion Week."
  • "Subtle yet instantly iconic, the trainers display only the slightest hint of branding: a barely perceptible three-stripe perforation along the side."

Holy Ugly, Batman! - shoe2

Takeaway from Hedgeye Retail Analyst Brian McGough: We are the first to admit that when we think shoes are ugly, it probably means that they are going to be commercially relevant.  But get a load of these beauties which retail for $700. They are anything but 'subtle yet instantly iconic.'

This a small scale partnership between designer Rick Owens and Adidas and probably only made the headlines because they were featured in a Paris Fashion Week show. But if this is the best that Adidas can come up with, while it loses market share and sponsorships to Under Armour and Nike, then they are in for more trouble.

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