adidas Originals taps into the youngest Jenner-Kardashian for a sneaker campaign that will promote the brand's newest female silhouette — The Falcon. The footwear model is based on a version that came out in 1997, hence, it has a distinct 90s aesthetic. The mixed upper boasts a breathable mesh exterior, as well as soft pink detailing that is surely included to appeal to the millennial consumer. While the reflective detailing and the bold pop of color give the Falcon a definite edge, the chunky rubber midsole and the overall sporty construction ensure that the shoe will provide the wearer with style and comfort.
Moreover, the sneaker campaign employs Kylie Jenner as its face, hoping to reach her fans as potential consumers.
Why This Trend Is Growing
- Influencer Marketing
- Using celebrities and influencers in marketing campaigns to increase audience reach and appeal to younger consumers.
- Retro Aesthetic
- Reviving the aesthetic of past decades, such as the 90s, to appeal to nostalgia-driven consumers.
- Chunky Sole Shoes
- Trend of chunky soles and sporty construction in footwear, possibly expanding beyond sneakers to other shoe styles.
Industries Being Reshaped
- Fashion
- Incorporating influencer marketing and retro aesthetics in marketing campaigns for shoes, clothing, and accessories.
- Footwear
- Continued innovation in the design and marketing of shoes, including the use of new materials and styles inspired by past decades.
- Beauty
- Potential cross-industry collaboration between footwear and beauty brands through influencer marketing campaigns featuring both products.
