Our focus group with the Tier 2 consumer revealed that the boys (all friends) had found this particular limited edition exciting. Only 200 pairs of the trainers were created and each pair sold for £250. They are real collectables that any sneaker freak would love to get their hands on.
Although none of the boys managed to get a pair, they were all aware of this edition, and it did make them go onto the Adidas website as a result, so brand awareness was also heightened as the consumer was reminded about the brand through this media buzz. The boys all agreed that if a limited edition is appealing enough, and in short enough supply, then it will generate word of mouth promotion and great PR. Something that New Balance could really do with...
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