A few years back, the adidas team had a plan: relaunch the Stan Smith sneaker, a tennis shoe with decades of history behind it. What exactly did the brand have in mind? To breathe new life into an old standby, first by wiping it from the market, and then reintroducing it for a fashion-focused audience.
And that’s how a pair ended up on CÉLINE designer Phoebe Philo as she took a bow after her Fall 2010 runway show – setting off a crazy mania for Stan Smiths in the style community. Other adopters included Marc Jacobs, Raf Simons, Gisele Bündchen, and Pharrell, but adidas marketing exec Jon Wexler notes that “[Phoebe] made it palatable to women.”
Intrigued by the shoe’s easygoing appeal? Read the full story on the Guardian.
By Susie Kostaras, Managing Editor
