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Op-Ed | How Long Can Adidas Surf the ‘Terrace’ Trend?

As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.
Adidas Sambas.
As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted. (Getty Images)

The popularity of its retro sneakers, as well as its Gazelle, Campus and Handball Spezial shoes, was the main driver of last week’s upgrade to forecasts for full-year operating profit to about €700 million ($745.4 million) from €500 million.

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