adidas recently announced that it will be launching a new subscription service that will provide women with athletic accessories for running and training. Although adidas offers many different products for women, the brand's new service demonstrates a growing interest in the needs of female athletes.
'Avenue A' is a premium subscription box service that is exclusively designed for women. Those who sign up for the service will receive quarterly deliveries made up of three to five premium athletic accessories, including shoes and apparel. These items are curated by a different athlete each time, with fitness artist Nicole Winhoffer kicking off the Spring 2016 collection.
The new service demonstrates an effort to respond to the changing needs of female athletes in a fun and convenient way.
What's Driving This Trend
- Athletic Subscription Services
- A trend of subscription services that provide women with quarterly athletic accessories is growing.
- Premium Curation
- Athletic subscription services are now offering quarterly deliveries that are exclusively curated by athletes.
- Interest in Female Athletes
- More brands are showing interest in understanding the needs of female athletes, as demonstrated by the new adidas subscription service.
Who This Affects Most
- Athletic Apparel
- Athletic apparel brands have an opportunity to incorporate a premium subscription service model into their sales strategy for women.
- E-commerce
- E-commerce companies can benefit from a growing trend of subscription services by offering curated athletic accessories for women.
- Marketing
- Brands can explore marketing strategies that focus on understanding and meeting the needs of female athletes, as demonstrated by the success of adidas' new subscription service.
