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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Adidas Converted the Cool Kids

With a strategy rooted in speed, cities and open source, the German sportswear giant has won cultural cred, surpassing arch-rival Nike in the eyes of the young consumers who drive the sneaker market.
Collaborations have been critical to Adidas' ability to constantly remix and refresh its product offering | Illustration: Chad Manzo for The Business of Fashion

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