It's an article I found from Landor (a branding company with 24 global offices and 854 talented people.) about Feiyue and let's see how they reviewed the hit. - Steward
This summer
IWOM spread beyond the borders and interestingly enough, Chinese old-school sports brands are making a comeback among the right crowd. Sneakers from such brands as Feiyue (meaning
Flying Forward), and Shuang Xing (
Double Star) were the hottest shoes in China back in the 70s and now are cool again among kids from the Middle Kingdom to the United Kingdom.
Cool Hunting is praising the comfortable shoes, and if that wasn’t enough, the shoes are hard to find, even in China, which makes the hunt for them equally exciting. A pair of these sneakers is being sold for as much as 50 EU in London.
In China the buzz started when Orlando Bloom was photographed wearing a pair of Feiyue. The photo quickly spread through BBSes and sparkled among netizens, leading to a cult following, including such tributes as the photo book by a Chinese graphic design student and the coveted “Warrior” t-shirts in Beijing, which I bought myself at the Gu Lou area.
From Mr. Bloom playing an Elf in the Lord of the Rings movies to wearing Feiyue, the “flying forward” sneakers, it makes me wonder whether this is a clever below-the-line move or one of the most curious brand hijacks we are about to witness, all thanks to P2P (online peer to peer) power.
It's an article I found from Landor (a branding company with 24 global offices and 854 talented people.) about Feiyue and let's see how they reviewed the hit. - Steward
