Before consumers bought what they need. And if it works well, then it was ok for them. For example, the Ford Model T. Everybody owned the same car, and it was ok with them. However, these days, consumer behavior in the product design world has changed. Consumers demand something unique; something that no one would own. Specifically in the Sporting goods industry, PUMA came up with a strategy that created collaborations with famous designers and artists. Nike and Adidas created a strategy called customization, which later on leads to a trend in product design.
My customized soccer cleats.
PUMA, a leading sportswear company, had numerous collaborations with designers like Phillippe Starck, Jilsander, Alexander Mcqueen, Miharayasuhiro, and many other famous designers and artists. These collaborations led Puma into being one of the largest sneaker/sportswear company in the world. Normally shoe industries use the same design over and over. However, as you walk in the PUMA store, It is magnificent to see hundreds of sneakers that are all unique. They are all designed and consulted by numerous artists and designers through collaborations. I think this is a great strategy to catch the consumers’ eyes.
If PUMA had collaborations, Nike and Adidas came up with a strategy called “customization.” Nike came up with a brand called “NIKEiD (http://nikeid.nike.com/nikeid/?sitesrc=USLP#home).” This is a website where you go online and customize your new pair of sneakers. You can stylize your sneakers choosing different colors on different parts of the sneakers. Later on Adidas came up with a brand called “mi adidas.” It is basically the same as “NIKEiD” but to customize your shoes you would have to go to a specific Adidas store. The main reason for that is they customize your sneakers not only by color but also by how your foot fits comfortably in your sneakers for better performance. As a big fan in soccer I have decided to customize my soccer cleats. One day I went for a visit at the New York SOHO Adidas Store. As I went in they had a different section for “mi adidas”. So I went over there and a “specialist” came up to me and started to assist me. First, I took off my shoes and they started to measure my feet. It was surprising that my feet were not exactly the same. One side was a bit longer. Then they made me run on a track. There they examined my feet when I was running by checking the pressure points, high/low points, and level of my sole. After that was done, I was able to choose different color combinations and also embroidered my name on it. After a few weeks, they delivered my customized soccer cleats to my home. It was amazing how it fit. And it was the only soccer cleats in the world and I owned it.
Like me, everybody wants something unique. And Nike created this solution. However, Adidas went further and created something more than giving the consumer a product that no one will have. Adidas created an experience. All that processes that I had to go through to customize my soccer cleats was an experience. I felt like a famous professional soccer player (companies customize shoes for famous player). And that experience I will never forget.
My customized soccer cleats. With my name, jersey number, and the Korean flag.
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