Adidas CEO Bjorn Gulden says the company is introducing more affordable versions of its iconic three-striped sneaker, such as the white and black suede Samba.
At the annual shareholders’ meeting in Germany, Gulden emphasized the importance of accessibility in fashion trends.
“Not everyone can afford shoes priced at 120 to 150 dollars, but everyone wants to participate in the trends,” Gulden explained during his presentation in Furth, near the company’s headquarters in Herzogenaurach.
The company plans to price these accessible versions of the Samba and other models between $60 and $80. This pricing strategy creates a more affordable entry point than the typical $100 to $150 range of their main shoe lines.
Gulden highlighted efforts to bring high-end offerings to more modest price points. The less expensive models target retailers like Deichmann and Intersport.
About Adidas:
Founded in 1949 by Adolf Dassler, Adidas is a German multinational known for its sports shoes, clothing, and accessories. Originating from a split with his brother Rudolf, who established Puma, Adidas has become a quality symbol in athletic wear. Recognizable by its three-stripe logo, Adidas sponsors numerous high-profile athletes and sports events, including the FIFA World Cup. Its products, like the Superstar, Stan Smith, and UltraBoost, are not only sports essentials but also fashion staples globally. The brand has successfully merged lifestyle and fashion with sports, securing its place as a leader in the global market.
