November 11 is that time of the year where brands can jump on one of the biggest consumer holidays of the year — Singles’ Day.
From Nike pushing their own releases every year to retailers of any size giving out discounts, this is a perfect time to bring the heat.
Celebrate Singles’ Day with Novelship
Get your hands on the hottest release of the year, the unique colour changing Civilist Berlin x Nike SB Dunk Low ‘Heat Map Thermography,’ this November 11, 2020. Spoil yourself this single’s day and sign up for an account with Novelship to get a chance to win a pair. All you need to do is sign up, click ‘Participate,’ and spin the wheel daily — starting from November. All participants will get ONE raffle entry by default, and a digital scorecard.
Singles’ Day Explained
Originally initiated by a group of Chinese university students in 1990, the holiday ‘Singles’ Day’ was a way to celebrate being single, turning the feeling of loneliness into more of an active celebration. Selected on November 11, due to its befitting pairing of 1’s, the holiday has transformed into a worldwide massive retail holiday, with stats showing numbers that surpass even Black Friday or Cyber Monday.
According to Forbes, Alibaba (the global retail e-commerce site) made the holiday an explosive retail event, as it originally offered customers discounts up to 50 percent off from its site. At the time, it generated USD$7 million in sales at the end of the day, all in a single day. Quite large at the time, year over year, this has only grown bigger, especially after the company went public in 2014. In that following year, Singles’ Day broke a Guinness World Record, topping off as the highest online sales revenue generated by a single company in 24 hours (USD$14 billion).
Last year, Alibaba saw 544,000 transactions per section to 1.292 billion delivery orders, with the holiday hitting USD$38.4 billion in sales. As retailers see the spectacle of what Singles’ Day can bring in for their business, big brands from Apple to Nike have jumped on the bandwagon, preparing themselves for the highly-anticipated November 11, a day of mass fortune for both the brand and the consumer.
Remember Singles’ Day with Adidas Rivalry Pack
In memory of Adidas’ effort to release a Singles’ Day dedicated sneaker, we look at one of the more popular silhouettes released, the Adidas Rivalry Pack. Consisting of two beautiful blue-green sneakers with a suede upper, the unique colourway of these pairs of teal shoes make this worth the grab. Paying tribute to Chinese Singles’ Day, where the holiday has been massively popularized, the shoe has Chinese characters inscribed in subtle form as well.
adidas Rivalry Low ‘Hi Res Green’
Shop adidas Rivalry Low ‘Hi Res Green’ on Novelship
Released in 2019 as a tribute to Singles’ Day, the light green upper is a beautiful look for this emerald-tone sneaker. Visible accents can be seen throughout the shoe, and the suede texture gives the sneaker a high-quality feel. The midsole and outsole of the shoe have a translucent finish. There is also a golden Adidas logo at the back of the heel counter.
adidas Rivalry Hi ‘Hi Res Green’
Shop adidas Rivalry Hi ‘Hi-Res Green’ on Novelship
As part of the Rivalry Pack, the high-top version comes in the same light-green emerald hue, yet instead of the upper being all one colour, most of the sneaker is in white leather. The teal colourway and floral imprints are visible in stripes, as well as the semi-translucent mid and outsole. Much like the low-top, there are gold accents in the circular lace holes, giving that added luxurious look to it.
