Adidas Subscription Boxes, Worth It?
Fitness fashion now in a box
Adidas launched their subscription box that costs $600 per year for a quarterly package of goodies. While it’s expensive, it does offer exclusive items at a lower price when compared to in-store. Named Avenue A, the subscriptions first box is offering a pair of $120 PureBOOST X sneakers along with other accessories. The shoes are ideal for runners who don’t have the time to run to a store for a pair of shoes or new workout gear.
With this venture, Adidas is trying to tap further into the athleisure market which in 2014 contributed to $2 billion in sales within the United States. This market is set to keep growing as more celebrities are aligning themselves with fitnesswear companies and even luxury fashion houses have moved in this direction.
What Avenue A hopes to do is offer limited items that could cost less than their in-store counterparts. The PureBOOST X has a floating arch and a stretchweb outsole ideal for long distances runs. This venture is a mix of the runner’s world with sneaker culture that’s encouraging running and exclusivity. However the important question is, if it’s aimed at runners and will offer sneakers, is it worth it?
Adidas launched their subscription box that costs $600 per year for a quarterly package of goodies. While it’s expensive, it does offer exclusive items at a lower price when compared to in-store. Named Avenue A, the subscriptions first box is offering a pair of $120 PureBOOST X sneakers along with other accessories. The shoes are ideal for runners who don’t have the time to run to a store for a pair of shoes or new workout gear.
With this venture, Adidas is trying to tap further into the athleisure market which in 2014 contributed to $2 billion in sales within the United States. This market is set to keep growing as more celebrities are aligning themselves with fitnesswear companies and even luxury fashion houses have moved in this direction.
What Avenue A hopes to do is offer limited items that could cost less than their in-store counterparts. The PureBOOST X has a floating arch and a stretchweb outsole ideal for long distances runs. This venture is a mix of the runner’s world with sneaker culture that’s encouraging running and exclusivity. However the important question is, if it’s aimed at runners and will offer sneakers, is it worth it?
Most sneakers last approximately 500 miles so getting 4 new pairs a year or even 2 new pairs might not be worth the cost as they will take a long time to wear out. The average person takes about 5,900 steps per day which is a little shy of 3 miles. Even if someone gets the recommended 10,000 steps a day, that’s approximately 5 miles which would come out to 1,825 miles per year. However, not everybody is a marathon runner or is willing to wear the same pair of shoes all day to get those 5 miles 7 days a week.
The person who would get the best use out of this box would be a marathoner. Marathon runners need to train in advance by logging in 420 miles in 16 weeks prior to the 26.2 mile run while half marathon runners are advised to log in 127 miles before the 13.1 miles. This is the consumer that would be in need of constant replacements.
While it seems that it would be a good investment for those who follow the 500 mile rule, most people tend to keep their shoes until they look worn out which might take more than 500 miles to do. Then there are those who are buying sneakers for the status symbol. Those shoppers don’t want to cause the wear that would come from constant usage yet enjoy the elite branding of a quarterly box.
By the looks of it, Adidas is trying something new and wants to reach a different demographic that they think hasn’t been fully tapped yet. Get a look at the subscription box here.
The person who would get the best use out of this box would be a marathoner. Marathon runners need to train in advance by logging in 420 miles in 16 weeks prior to the 26.2 mile run while half marathon runners are advised to log in 127 miles before the 13.1 miles. This is the consumer that would be in need of constant replacements.
While it seems that it would be a good investment for those who follow the 500 mile rule, most people tend to keep their shoes until they look worn out which might take more than 500 miles to do. Then there are those who are buying sneakers for the status symbol. Those shoppers don’t want to cause the wear that would come from constant usage yet enjoy the elite branding of a quarterly box.
By the looks of it, Adidas is trying something new and wants to reach a different demographic that they think hasn’t been fully tapped yet. Get a look at the subscription box here.