We asked at the very Base: this is why ADIDAS SLVR failed

Now it has happened, it’s 2014 – and that sucks.
 
Mainly that sucks, because ADIDAS will stop running its brand SLVR. We already told you about that.
 
Because we heard that SLVR did not sell well, in-spite of its strong design, we could not think of a reasonable explanation – and please, please, please it can not be because of the amazing futuristic aesthetic – therefore we went to the place where SLVR was supposed to be happening, in a SLVR-store in Miami Beach.
 
Die Verkäuferin, die wie selbstverständlich SLVR von Kopf bis Fuß trug, sagte dazu den einleuchtenden, den schmerzhaft richtigen und ultra stimmigen Erklärungssatz 1000:
 
The sales-woman, who was wearing SLVR from head to toe, naturally, spoke words of wisdom, which hurt but made it all clear:
‘Y-3 is selling, because the people know Yohji, Stella McCartney for ADIDAS is going to sell, because the people know her. But nobody knows Dirk Schönberger.’
 
Konsequenterweise wird aus dem SLVR-Store in Miami nun also ein Stella McCartney-Laden. Wir finden das sauschade – und hoffen, dass ADIDAS zukünftig weiterhin starke Future-Mode macht, auch wenn vielleicht nicht jeder dahergelaufene Florida-Touri den dahinter stehenden Top-Designer kennt. 
 
The consequence is that the SLVR-store in Miami is turning into a Stella McCartney-shop. We find that mega-sad – and hope, that ADIDAS is going to create strong futuristic fashion also in the future, even-though not every tourist in Florida recognises the top-designer behind it.
 
We are saying fashionably: Team Schöneberger!
 

Von: Carl Jakob Haupt

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