Marketers know that reminding us of positive memories also makes us buy more stuff.
The adidas football's nostalgia - Why the german brand stopped to imagine the future?
Experiments show that advertisements that induce more nostalgia makes viewers like the ad more, which makes them like the brand more, and therefore increases their likelihood to buy that product. It originated from ultras world , which rejected "modern football", referring to a mythicized past where values existed in the football world and everything was somehow better than today, a typical mechanism at the base of nostalgia and memories. The ultras aesthetic canon has always been vaguely rebuilt in the '80s and' 90s, and with the normalization of the ultras subculture, gradually this trend has entered the mainstream.
Despite the nostalgic philosophy is very inconsistent the football of the '80s and' 90s seems more ethical than today? Many small fashion brands have surfed the nostalgic hype by taking up the only salable object: the football shirt. However, the trend seemed to be limited to a niche market, in which at the most they could enter small fishes such as Umbro or Le Coq Sportif , instead adidas has decided to enter a tense leg on the nostalgic market aiming a lot. The reason?
From a creative perspective, adidas' choice seems to be conservative, and it could underline a lack of vision and ideas. In fact, their most innovative products are still very far from Nike's, both from a technological and aesthetic point of view. The adidas' new generation boots nemeziz and Ace weren't a success, even the new Predators despite the nostalgic nuance, do not seem to be achieving the desired results.
As we said before it is a speech of capitalization of an asset that the company owns and that the competitors do not have. There are two major risks to which adidas could meet. The first concerns the actual realization of the nostalgic aesthetic taste : despite the base of the T-shirts reproduces the patterns and fantasies of the '90s, they must still respond to contemporary aesthetic and technological canons. The result is a hybrid that might dislike a bit 'all, nostalgic purists on one side and consumers who instead seek a more innovative product.
- 100 Ways to Improve the World;
- Sports app's retro redesign is a nostalgic delight;
- Aquí vivo solo (Spanish Edition)!
You may also like. In Sports 5 months ago Serie A, we have an Instaproblem Social management of the Italian top league does not go very well. In Sports 8 months ago Five football matches to watch this weekend Delete all the meetings, there's the SuperClasico. In Sports 8 months ago Serie A and social networks: which club has more followers? First Name. Last Name. Zip Code Please enter zip code or country for newsletter signup. The trusted voice in sports straight to your inbox. Hot Clicks, viral videos, pop culture and more. Your destination for all things Swim. Personalized daily email with your favorite topics sports and entertainment.
- Lolas Alphabet Friends, Book Two.
- An Average War Eighth Army To Red Army!
- Heimskringla - The Norse King Sagas?
- The Road Im On;
- Life in the Whitehouse;
You have successfully created your Sports Illustrated Account. Manage Profile Continue to SI. Manage Profile Log Out close. Basic Info First Name.
Current Password Enter your current password. New Password Must be at least 6 characters and contain a number and an uppercase and lowercase letter. Remove or add teams to and from your list of favorites Teams In Your Area Add more favorite teams from the list below based on your geolocation. My Teams. Combined-Shape Close. No team results found. Remove or add writers to and from your list of favorites My Favorite Writers.
Add Writers. Email Address.
In the Streets
Zip Code. Success Thank you for signing up!
- Take Five: The Public and Private Lives of Paul Desmond!
- Le Divin Enfer de Gabriel Acte I Episode 3 (French Edition).
- ‘The Football War’: El Salvador, Honduras and World Cup qualification in 1969?
Related Football Nostalgia (Sports Nostalgia Book 2)
Copyright 2019 - All Right Reserved