Concepts we like: Five Ten & Adidas Co-Branding
Five Ten, the brand of the brave, now has an official home within adidas Outdoor. The new brand collaboration is a prime example of a successful Co-Branding strategy built on a strong Ingredient Branding concept.
In 2011, Five Ten became part of the adidas Group, combining the knowledge and experience of two authentic outdoor brands in pursuit of the ultimate climb. Now in 2019 they celebrate their side-by-side evolution and the adidas / Five Ten collaboration logo was born. The collaboration strategy is build on 3 main ingredients and the first one clearly points out the importance of branded technologies and Ingredient Brands:
1. Breaking barriers with technology
Adidas strives for new and innovative design solutions. In the new Five Ten collection they integrate their own branded technologies such as PRIMEKNIT, BOOST™ or Stealth® and add finest materials from external partners including Gore-Tex®, PrimaLoft®, Polartec®, Pertex® and Continental rubber for footwear.
2. Wealth of design heritage
With its recognizable & innovative design addidas and Five Ten is becoming the shoe brand of choice for the world's most experienced rock climbers, alpine, hike and bike guides.
3. Unbeatable grip
Redefining outdoor performance footwear with state-of-the-art techonology. Five Ten and Stealth Rubber have brought top-level athletes new friction solutions and the highest performance designs.
A first result was winning the Bike Packing/Adventure Shoes award at the 2019 Eurobike for the 5.10 Trailcross Mid Pro shoe and a great first collection. We can't wait to see what comes next!