Adidas VS Set Low History
With the invention of social media and the emergence of the millennial ethos, fashion statements and lifestyle trends stormed the world across continents. Styling one's self became paramount not only with the middle-aged working class but also infected teens that constantly swing with the newest craze. This massive opportunity made way for global brands to create shoe franchises addressing the younger generation.
Adidas was one of the companies that had succumbed to the phenomenon. The company made a conscientious effort to understand the evolving demand for spontaneously replenishing apparel which is affordable and fast moving. In 2009, Adidas started to conceptualize the Adidas NEO franchise which took three years before it was officially introduced to the public.
The NEO Brand focuses on providing teens age 14-19 with continuously restocking sportswear for them to have an endless variety of options to choose from. Hailed from the Greek "neos" which means new, fresh, and young, the word NEO adequately describes the subgroup's motto of providing the active young with easily accessible products suitable for their generation. The company's keywords revolve around "fresh, fun, active, and connected."
Within this line, Adidas introduces classic-looking footwear that has a similar vibe to it but in a reachable price range. One example is the Adidas VS Set Low which projects a vulcanized old-school look but is constructed with a rubber cupsole. The shoe also takes on hints of side-striping from classics such as the Campus and Superstar.