Editor's Note: This is a complimentary research excerpt from Retail Sector Head Brian McGough. For more information on our services click here.
- "adidas launches Climachill, a revolution in active cooling apparel technology. The line incorporates innovative fabric woven with titanium and industry-first 3D aluminium cooling spheres. The technology provides an instant chilling sensation to help athletes' performance in warm conditions – lowering their body temperature so they can train harder, run longer, retain their focus and compete at the highest level."
- "Climachill pieces – including running, training and tennis tees, tanks and shorts – are available now from $40 to $60 on adidas.com and in select retailers nationwide."
Takeaway from Hedgeye’s Brian McGough:
Okay, so it's not exactly the best winter to be introducing something called Climachill. But, to Adidas' credit, it does a very good job of launching a new technology and then explaining to consumers what the technical merits are.
While it might seem like an obvious marketing strategy, this is the exact area where Nike has struggled for the better part of 30 years. Did you ever notice that the tags on a Nike product hanging on the rack are identical? Seriously. Whether it is a thermal jacket, or bathing suit for a 6-year old.
We might admit that Nike has the better product, but this is where it could learn a thing or two from Adidas.