By: William Matthews
Have you ever gone to customize your shoes but were limited by the number of options available to you? Or have you ever wanted to completely personalize your own shoes with pictures from your personal experiences? Now you can with Adidas’ photo printing app that allows customers to customize their sneakers with their Instagram posts. Imagine that, a picture you took when you were on vacation at a beautiful beach, now on your feet.
The new mobile app is compatible with iPhones and Andriods. Consumers looking to purchase Adidas ZX Flux sneakers will be able to personalize their shoes by printing out their Instagram images. Adidas said on Instagram: “Print your favorite photos straight onto one of 2014’s hottest silhouettes and make a statement on your sneakers like never before.”
Adidas’ competitors, like Nike and Puma, have similar options when it comes to customizing shoes. Nike has their online site NikeID and Puma has Puma Mongolian BBQ. Unlike these companies, Adidas is taking shoes customization to a whole new level by making their product more social by using Instagram.
The personalization of products allows customers to incorporate digital experiences into physical products. “The allure of [this campaign] is not about customization. It’s about personalization in a way that downloads memories we’ve digitally captured in time onto tangible and touchable objects.”
The price of the customized sneaker was not disclosed, and it is still unclear if Adidas’ new Instagram campaign will boost Adidas’ revenue. One thing that is clear is by using social networks such as Instagram, Adidas is forming a new type of offline social media. This campaign will no doubt get Adidas’ brand out there and have people talking about it.
“Media channels have no boundaries, he says, so brands should abandon a channel-by-channel planning approach to marketing.” Adidas was the first brand to use social media as a way of personalizing a product. Because of the massive amount of social content out there, I believe more and more brands will start to “find innovative ways to close the gap between social content and e-commerce.”
So do you think Adidas’ concept of “Instagramizing” sneakers will be a popular product and boost revenues? Also, do you think more Brands will follow Adidas’ footsteps and use social media for their products to boost revenues? Finally, do you think because this concept in only compatible with one Adidas model shoe, (unlike NikeID where you have multiple options) it will stop the project from reaching its goals? Or do you think Nike would be able to apply this concept much more affectively with its NikeID Website and Brand Equity?