by Brendan Dunne
It's no secret that sneaker brands strive to tell stories with their shoes. Look at any given press release for a new colorway or design and you will undoubtedly find a detailed back-story that informs the product.
Travis Nanchy, a senior merchandise manager at adidas Basketball, speaks on that approach in this latest video clip from the University of Oregon Sports Product Management program. Nanchy describes how brands like adidas realize that these sort of stories help to differentiate products that can appear homogenous to the consumer.
"It's the brands that can tell the better stories that actually excel in the marketplace," Nanchy explains.
In his talk, Nanchy also spoils some of adidas' plans for its Earth Day NBA jerseys that are coming for 2016.
