At Adidas 2024 Annual General Meeting in Fürth, Germany, CEO Bjørn Gulden announced that Adidas would make its sneakers more affordable. This strategy involves launching cheaper versions of top-selling models such as the Samba, aiming to cater to consumers attracted to trends but deterred by high prices.
Gulden emphasized the brand’s inclusive approach during his presentation, stating: “It’s important to understand that not everyone can afford to buy a shoe for 120 or 150 [euro], but everyone wants to take part in the same trends.” Adidas plans to introduce similar styles with price points between €60 to €80, including budget-friendly versions of lifestyle running, Spezial, and Superstar models slated for Spring/Summer 2025.
Models like the VL Court, Grand Court, and Advantage, which echo the design elements of Adidas classics, are already available. The move reflects Adidas’ strategy to broaden accessibility through “takedown” models, which maintain the essence of their popular counterparts but at lower prices. These shoes will be available through budget retailers like Deichmann and Intersport. Additionally, Adidas is set to release a new ruffle-covered Samba collaboration with Chinese designer Caroline Hu next week.
