From 2003, but still interesting (and funny and engaging), these were the names Adidas used to describe their customers:

Gearhead — the hard-core, nonteen runner who needs high-performance shoes.

Core Letterman — the true-blue, white suburban high-school athlete. (Description from the internal Adidas guidelines: ”age 16-24”; ”I don’t like people who think they’re too cool.”)

Contemporary Letterman — the high-school athlete who, Liedtke says, ”still cares about the ladies and hooking up.”

Aficionado — the kid, probably African-American, who likes brand-new, $100-plus basketball shoes.

Popgirl — the teeny-bopper who scours the mall for Skechers.

Value Addict — the shopper at Kohl’s and Target, probably middle-aged and fairly well off.

A-Diva — Liedtke calls this ”’Sex and the City’ goes to the gym.”

Fastidious Eclectus — the ”SoHo architect,” Liedtke says, who craves hip, distinctive sneakers. (Adidas guidelines: ”age 15-35”; ”I think weirdness and confidence are sexy.”)




A Facebook friend shared an offer for Zaggora, and it looked intriguing. Their basic claim is that Zaggora clothing will make you sweat like crazy while you’re working out (or even while you’re doing nothing around the house) and you will therefore lose weight much faster. I’m naturally skeptical about anything that claims to do work for you, as, much to my regret, I find that anything worthwhile requires a lot of work. But I was curious, so I clicked through. I was very impressed with their website: I think they’re doing a lot of things right.  Read More