Adidas is set to launch more affordable versions of its popular three-striped shoes, including the iconic black and white suede Samba, announced CEO Bjorn Gulden during the company’s annual shareholders' meeting in Germany.

This initiative aims to make trendy footwear accessible to a broader audience, with prices ranging from $60 to $80.

Gulden emphasized the importance of inclusivity in fashion trends during his presentation, noting that not all consumers can afford shoes priced between $120 and $150.

The new pricing strategy introduces lower-cost alternatives to Adidas' main shoe lines, which typically range from $100 to $150.

The move is part of Adidas’ broader strategy to cater to value-conscious consumers at major retailers like Foot Locker, Intersport, and Deichmann.

Gulden expressed that the company's premium products' essence will now be available at more accessible price points, thus expanding their market presence and appealing to a wider consumer base.