IMPACT

THE CHANGING SPORTS CONSUMER 3

STORYDOING 12

RETAIL REVOLUTION 19

SPEED TO MARKET 29

DESIGNING FOR LIFESTYLE 36

TABLE OF CONTENTS

Concept 21 is a global strategy and design consultancy in the footwear industry. We bring iconic ideas to market for our clients by providing a fresh perspective that expands a brand’s potential. We believe that each brand must have its own unique voice, great design is para-mount, and commercializing great footwear concepts is an artform.

Under the leadership of Brent James, an industry expert with 40 years of experience, Concept 21’s speciality is in our ability to turn ideas into reality. Having worked with the top brands in the industry, we strive to produce your customers favorite shoe in their closet.

About Us

THE CHANGING SPORTS CONSUMER

The values of today’s athletic cus-tomer base are changing signifi-cantly as the fundamental focus of athleticism shifts away from organized team sports. Instead, consumer’s perspective of what it means to be an athlete is more closely tied to fitness and lifestyle.

With the sporting goods industry growing faster than most other industries, and its mainstream presence firmly rooted, this fun-damental shift in consumer values is critical for brands to grasp. We will look into the progression of this trend and how Adidas’s recent growth can be attributed to the way it has embraced this big shift.

STORYDOING

Today’s customers value brands that they can relate to; brands that idolize a particular lifestyle, stand for certain values, or have a real purpose behind them. Good brands are becoming storytellers. Great brands are becoming storydoers.

Storytelling is a powerful way to connect with customers. Marketing these days is all about telling rele-vant, compelling stories that inspire, entertain, and educate customers without explicitly selling them any-thing.1 People want value and con-nection, not blatant advertising. The power of storytelling is in the ability to create something that customers can relate to, something that they can envision themselves being a part of.2 Doing so effectively creates a memorable experience that sticks.

source: http://wellsense.ie/our-videos/

RETAIL REVOLUTION

The retail landscape is in the middle of a revolution and is already distinctly different than even a decade ago. With the in-ternet at our fingertips wherever we go, consumers have the ability to instantaneously compare prices, seek shopping advice from friends on social media, read reviews from thousands of people who already own that product, and almost as quickly, have that product de-livered to their home.

SPEED TO MARKET

source: Adidas

As styling becomes ever more im-portant for consumers, brands are making strides in manufacturing innovations that allow for quick regional production. This allows brands to be agile, ensuring that customers are presented with fresh design. Enhancing speed to market makes brands responsive to trends rather than reactive to them.

Producing footwear more locally also allows brands to better reg-ulate their inventory, ensuring that they are never out of stock and reduces over-ordering. By not having to wait several weeks for product to cross an ocean, brands can be in more control. This allows for increased margins and better efficiency.

source: Adidas

DESIGNING FOR LIFESTYLE

Athletic lifestyle footwear, more commonly known as sneakers, has steadily gained mainstream popularity and is likely to remain a relevant product category for years to come. More recently, this category has developed a spe-cific aesthetic that is defined by several key principles: attitude, simplicity, and versatility. In this section, we will look at where sneaker design inspiration comes from and the specific design at-tributes that define this category.

source: trendsheart.com

CONCLUSIONClosing Thoughts From The Founder Of Concept 21, Brent James

Over the last few years, I have witnessed the athletic industry change more drastically and more rapidly than ever before in my 40+ years in the industry. What is most striking compared to years past is the global impact that ath-letic trends have. The shift toward fitness as a lifestyle is particularly relevant considering that a very thin slice of the global population participates in organized team sports. As a result, I foresee the traditional elitist approach to mar-keting, which utilizes pro athlete and celebrity endorsements on its way out. Instead, consumers want brands that are more re-latable, genuine, and authentic.