adidas to ‘Scale Up Volumes’ of the Samba, Gazelle and Campus in 2023

While adidas continue to sift through the rubble that is the terminated Yeezy partnership, they’ve had to deal with revenue declines, lawsuits from shareholders and undesirable inventory levels. With companies as big as adidas, there’s usually a lot going on at the same time – oftentimes within the same segments. Those paying close attention are aware that adidas Terrace sneakers are in the midst of a widespread hype moment, with silhouettes like the Samba and Gazelle experiencing constant restocks that sell out each time.

The timing of the movement couldn’t have been better placed as adidas find their feet in 2023. In their latest Q1 report, they’ve acknowledged this, noting that they are still experiencing a decline in Lifestyle with revenue still down, but that they’re also seeing strong traction and ‘extraordinary demand’ for the Samba, Gazelle and Campus. adidas’ CEO Bjørn Gulden said, ‘The decline in Lifestyle and the loss of Yeezy are of course hurting us. But also here we see some positive developments: The Terrace segment is doing very well in all markets.’

Gulden also confirms that while adidas have been limiting the supply of these in-demand sneakers, they’re going to be scaling up in 2023. ‘These products are at the core of the current Terrace sneaker trend and have been benefiting strongly from it. While adidas continued to limit the supply at the beginning of the year, the company is slowly starting to scale its offering as the year progresses.’ Gulden also acknowledges that partnerships with the likes of Bad Bunny, Ronnie Fieg/Kith and Gucci have been performing well for them.

Expect adidas to continue to drive their Terrace category, as well as collaborations, hard in 2023.