Before I begin this, I just want everyone to know that this was my experience and my view, you may have had a different experience…who knows.

Now, let us get this one thing straight; I love Adidas. I always have. I grew up in the 80’s (born in 77) and I was heavily influenced by hip-hop and so therefore Adidas always graced my feet. I always swore I would never wear anything but Adidas for my sneakers. I had a gold Adidas medallion that hung around my neck for years (looking for a nice sized silver one if anyone has any leads). But you get the point, I was brand loyal to Adidas.

This started to change once I started to realize the importance of the brand experience. Adidas started to let me down.

It began with the release of their “Adicolor” Series.

They started out great, an overall amazing ad campaign and and amazing video podcast series, which I still watch.

The shoes were set to drop on a certain timetable. That is to say certain color shoes were released on different days. Not only that, they were set to drop at different stores that had different accounts, which is fairly common for the sneaker industry. For example, A tier 1 account store would get a designated shoe on a designated date, a tier 2 account would get a different shoe from the same series. The Adidas Originals stores would carry all of the shoes. Its all a part of the experience, one I quite enjoy. But that is when it all fell apart for me.

Stores got the wrong shoes, some stores didn’t get any shoes when they were supposed to, and whats more, their Adidas reps were just as clueless as everyone else about when shoes were supposed to drop and where. Not a very good finish for that campaign. And yes, I missed out on some shoes that I should have got.

How about Adidas actual stores? Well, this one is super nice…

and I endorse this one…

Adidas Originals store in Chicago (but not the one in Dallas…in a mall? come on!)

There has been other praise involved.

How about their outlet stores? Well, I went to one in Howell, MI on my way back from Detroit. Wow. worst Adidas store I ever been in. Its an outlet store right? so automatically I know it will be cheaper than the regular prices. I do not need to be hit over the head with that fact with the use of balloons, “explosion” price signs, arrows, and the like. It looks like a bargain bin, which I then equated with the brand. Bottom of the barrel bargain items that no one wanted. Junk. Everything was arranged like junk. Shirts crammed haphazardly, hats on the floor, un-enthused employees that looked like they should be working at Foot Locker (bad uniforms).

Outlet stores are still an extension of the brand. People who shop outlet stores still enjoy the brand experience (like me), and people like me want a good brand experience. The better the experience the more brand loyal I become and the more money I spend.

-Justin.