Every year you start with a new
footwear design philosophy for adidas and right here in front of us you have
the design philosophy starting in 2020 and beyond. Can you share what you have
here? [Stani] You know every time we start something new
it’s very important to have a shared vision, and that’s why we’re doing those things
and because every project is super collaborative. So in the beginning of every project we are asking ourselves,
how can we reimagine the game of tennis? At the heart of everything that we do is always the athlete, and our company has been
founded on this core belief that listening to the athlete is the most
important thing. It’s a very beautiful picture that is dear to our heart and
you see Adi Dassler, the founder of the company sitting with the German national
football team. You know his philosophy was always he wanted to be on the bench
with the athlete because he believed truly that only by listening to them and
thinking like them, and like he could come up with things that even maybe sometimes
they would not be able to dream up, you know? So he was always listening what
they would talk when he gives them the product, you know? Specifically in the modern day, we
have a philosophy that we would call ourselves “the creator brand” and our muse
is the creator and it’s a super inspirational point to start a journey. So who is the creator?
It’s actually it’s almost like a unicorn, you know? So it’s it’s something very very special, you know? Like it’s a high-performance athlete
that brings authenticity into the game, and yet outside of the of the sport
he’s maybe a super creative person. You know he maybe is into photography
like Tsitsipas, you know like maybe into music et cetera, and he brings this energy
back into the sport and then what he creates on the court is super
exciting and we believe it inspires the rest, and so that’s why the creator
is who we always start the journey with. But it’s a high-performance athlete that’s very important. And we are so blessed that we can–we work with
the best athletes, be it you know Dominic Thiem or Zverev or our roster of amazing
female athletes and so they’re always our inspiration that’s where we start a project. Our design philosophy, we call it Futurecraft
and it’s two words that actually on the first side you know like maybe
they don’t go together but for us they do, and it’s actually exactly what
happens if you put those two things together that creates actually
something very exciting. It’s you can say it’s something that is manmade,
industrially made but then touched by the hand. And so this combination this
tension between craft and precision high performance and soul and humanity that’s
actually what we call Futurecraft. That’s what guides us through the design
process, and so it’s super important to start a project from a cultural point of
view, you know like this is where we love tennis and like everybody on the tennis
team and so like how do we go so deep and understand the culture of tennis and
the subcultures of tennis and to create something meaningful, and it’s almost
starting the journey a little bit from a point of view not like how can you perform
instantly better, that too, but it’s also starting with a question like how do we
want people to feel. And to understand that we need to go super super deep. So
it’s really exciting you know because tennis became such a super
professional sport, the athletes are just amazing, they are not only amazing on the court they are amazing off the court, and they almost became perfect, but
equally this is also an opportunity to look into things and to say okay what are actually our inspiration points how we could look into tennis from a
different perspective where people maybe not necessarily have been looking at it
before. So if you take the athletes on a court they’re (on a game day) there’s
a certain look and an aesthetic to that, but what we believe is even more
interesting is when you look at them when they practice when they’re a little bit
outside of the court et cetera. All the energy is coming and you know it’s like broken
records, what do they do when they practice? You know like all the little
codes and how can we understand those codes? Why do they do that? How do they
try to express themselves, how can we explore those edges and then bring it to
the product like they never thought before. I mean the game of tennis is
amazing, it’s super beautiful, it has such a rich heritage, and it’s
also always very interesting to look into that as well, you know? Like all
the past athletes that we had like Năstase, Stan Smith, et cetera. We would love to
look at it–would love to look at it from a perspective of just understanding what
it means, you know like it’s not about thinking about bring backs et cetera, and
like it’s really about like how do we capture the essence of tennis, like take
everything that people love through the ages and they can bring it from the past into
the future. Like where we joke always that the foot is our client you know,
and it always starts with really deeply analyzing and understanding the
movements of the game of tennis. That’s super super exciting, but if you overlay
on top of that something that we call Agents of Change it becomes even more
exciting. We believe currently we’re in a very very interesting phase of tennis
where like where we have potentially a generation change of players, and new
generation of players they come maybe every 10 to 15 years, they bring the new ways of
playing tennis and like learning and understanding that gives us amazing
insights into how we can design something like for the next generation
of athletes. We have Tsitsipas who is an amazing athlete, you know, he brings back
the backhand to the game of tennis like one-handed backhand.
We have Zverev, Sascha’s playing an amazing game and like trains with the
best coaches in the world. How can we learn that and put it into into the
product? How can we create products that would help them to perform as well? So
that’s our design philosophy and next we can talk a little bit about the new shoes…

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Dennis Veasley

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