Blake Snow

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Tagged adidas

Could shoe makers sell more using regular color names?

adidas-goletto-2

See those three stripes? They’re called “diva,” not pink, according to Adidas. And the white you see is “running white,” as opposed to idle white. I know because that’s what the box on my kitchen counter says. (They’re not for me, mind you, but the little soccer player I father.)

Adidas isn’t the first shoe manufacturer to use confusing names. I’ve seen red called “fire” on Nikes and blue called “ice” on Reeboks.

The silliness makes me wonder: Could shoe manufacturers sell more shoes by using color names people understand? Granted, people don’t shop by shoe boxes; they shop by display. But I imagine some prospective buyers have crossed an unsuspecting color and decided to pass on it. I know for a fact that ambiguity always hurts your chances.

That said, is there any proof that unconventional (or idiotic) color naming boosts sales? I doubt it.

Either way, at least Adidas got the hueless color right when describing the above shoes. They call it “black.”