2 of Adidas' best-selling sneakers aren’t cool anymore, and now the company is betting huge on Kanye West

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Adidas is shifting its sneaker strategy as retro designs like its Stan Smith and Superstar shoes fall out of favor.

"I think it's the cycle slowing down. Superstars and Stan Smiths have been around a long time and they have waves that they come through," Johnson said.

Johnson said the sneakers were still selling, just not as quickly as they once did in 2016, when it seemed"every teenage female, potentially in the world, needed to have a pair." Two years later, and it seems the trend is almost completely over, but Adidas is still seeing growth in important markets like the US, Rorsted noted.

Part of that is due to the growth of relatively new franchises like Ultraboost — which Rorsted says is now worth more than $1 billion for Adidas — as well as managing and reintroducing other classic retro shoes like the Yung."In a normal year, we'll have between 20 and 30 launches of Yeezy products," he said."Three years ago, we did two or three.

Adidas also said in its earnings report that a supplier issue related to apparel will cause the company to miss some opportunity for moderately priced apparel, which will be a drag on growth for 2019.SEE ALSO:

 

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Adidas Runs Into Supply-Chain Problems in Crucial North American MarketAdidas said a supply-chain bottleneck in North America would prevent it from meeting demand for its products in coming months, sending shares down amid concerns it could lose its footing in one of its most important markets. I feel like I am in the Eastern Block mafia in my 3 stripe adidas track pants haha. Under Armour double threat fleece pants are way nicer. Nike sucks. Only nike stuff I have are dri fit golf polo shirts. they are athletic in summer. Did someone foot bust out of a shoe
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