Limited edition products are often the preserve of those who can meet inflated prices. Reebok knows this, not least because it sees sneaker enthusiasts camping out overnight in the hope of getting hold of exclusive and expensive new designs. Things are changing, though, with the latest sales concept based on nothing more than a lucky dip. Just 31 pairs of the Pump Outback, a collaboration with Bodega, a Boston Sportswear store, will be released to customers via a lottery.
Adidas is going further, planning to make ‘1 Euro Shoes’ for people who can’t afford them. The project was suggested to Adidas by Nobel Peace Prize winner Muhammad Yunus and will begin pilot production in his home country of Bangladesh next year. The project will also create jobs for local Bangladeshis. Adidas has agreed to make the shoes on a non-profit basis, selling them at no more than the cost of manufacturing.
Both initiatives are spot on for today’s economic climate.