Sneaker Freaker

Thank God for that!
The range will be very simply built – there will be two image pieces, it is quite casual and it’s called Cordon Bleu. It’s a ZX 9000 that’s made from Salmon skin. It’s a really beautiful flagship shoe, the colourway is really authentic but the material is fish skin. But probably the highlight of the range will be a shoe that also celebrates the authenticity of our brand – a completely blue Micropacer. It’s basically like a chess box and inside the box is all adidas point of sale material, things like stickers, badges, belt buckles, toys, it’s just a box of gifts with the shoe. It’s like corporate memorabilia.

I’ve got that feeling again... I want one!
The other part is all about beautiful, historical looks. The first couple of months are all about keeping it real. Then it moves into a summer collection which is more about brighter looks which are breathable, lightweight but with some animal skin reinterpretations. And then the third package is more a tailored spirit, kind of an ‘80s vibe, kinda from preppy, football casuals. In the ‘80s we had a lot of adidas consumers on the football terraces in Europe wearing Forest Hills, Jeans, Tobacco... So it’s a pretty simple structure, we’re not always going to do big packages or ranges. Just good products across the range that will hopefully appeal to a wider audience.

Thanks Dean.