Last year, adidas passed the 100 million mark for pairs of Smith’s signature tennis sneakers sold.
Forty-eight years after the former tennis pro started wearing Adidas sneakers, he is still at it.
“There’s got to be credibility in what you endorse, if you really want it to do well and to be effective as an endorsee or endorser,” he said, noting the need for the former’s selectivity. “Over the years, I’ve been asked to endorse a lot of different things, like a copper wristband that helps with any aches and pains. I said, ‘Well, I don’t have any. I’m not interested.’ It didn’t make sense….You simply can’t fake your way through this job.
Though Smith wasn’t pleased to learn of Adidas’ plan to pull the sneakers from retailers internationally ahead of the relaunch, he said the strategy paid off because the brand brought his namesake sneakers “back with a vengeance,” doling out customized pairs to celebrities and influencers to help generate buzz.
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