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Adidas Pulls the Pseudo-Scarcity Trick With Stan Smith Sneakers

Adidas Pulls the Pseudo-Scarcity Trick With Stan Smith Sneakers
Courtesy Adidas

Adidas, slipping a bit in its ongoing game with Nike, is pulling a 50-year-old all-star off the bench. The German sneaker giant has re-released its Stan Smith model, one of its best-selling shoes of all time.

Leaning on a “classic” shoe is a no-brainer. The strategy requires no R&D, space-age materials, performance-measuring electronics or expensive athlete endorsements. Plus, if it’s marketed correctly, classic footwear becomes a story and a symbol—something at least a little bit greater than a product itself. Wilson can’t offer the same tennis racquet that it made in 1964, but Stan Smiths still basically sell themselves.