Adidas recently announced it is enabling users to print their Instagram photos on Adidas shoes using the miadidas app to be released mid-August. Adidas is one of many Sportswear brands that offer product customization. Adidas has 343 SKUs of customized products, not counting Instagram options, second to customization leader NikeID’s 450.
Our Digital IQ Index: Sportswear found 35% of brands in the category enable shoe, clothing, and accessories customization with order turnaround times from two to eight weeks. All except three enable sharing customized designs, signaling a social opportunity for brands. Additionally, the Index shows Nike and Adidas to be the leaders in customized products with almost 10x the product offerings of other brands. Next in line is Oakley, with just 47 SKUs.
Giving customers the option of placing their personal photos on shoes gives Adidas an edge over competitor Nike. It will be interesting to see whether Nike will make a countermove to stabilize its position as the leader in Sportswear customization.
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