Shoes at half price: Adidas' new revolutionary move
The international sports brand is breaking the traditional model and launching a special service that allows purchasing a single shoe, a move that could completely change the entire footwear industry.
Adidas is launching the Single Shoe Service in Israel, a move designed to address the daily need of people with lower limb disabilities. As part of the service, it will be possible to purchase only one shoe at a price of 50% of the price of a full pair of shoes.
The service will be available in all Adidas stores across the country, including outlet stores. By doing so, the company seeks to provide a solution for people who need only one shoe, but who for years have been forced to purchase a full pair and pay for a shoe that is not in use.
The new service was launched at the beginning of the year in 22 countries in Europe, following a process born out of dialogue with communities and organizations that support people with disabilities. The company notes that consumers and athletes have also raised on social media the difficulty involved in purchasing a full pair of shoes when in practice there is a need for only one shoe.
Beyond the consumer solution, the move signals a change in the approach of the retail world. The footwear industry is traditionally based on the production, packaging, and sale of pairs, and therefore the option to purchase a single item requires adjustments in commercial operations and inventory management.
The pricing of the service is also intended to address another issue. Instead of charging a higher price for a solution tailored to a personal need, Adidas has set a price of half the price of the full pair. Thus, the consumer pays according to the quantity of the product they are purchasing, without an addition stemming from their unique need.
The company views the move as part of a broader policy to promote accessibility and personalization in the world of sports. The goal is to enable people with disabilities to integrate more equally into sports activities and the public space, alongside raising awareness of their needs.
The move may also affect the entire footwear industry, as the launch of such a service by an international sports brand may encourage other companies to examine similar models. For consumers who need only one shoe, this is a change that may make a daily purchase simpler, more accessible, and fairer.
