Sneaker Freaker

Do you guys use colour forecasting or trend consultants?
On certain topics we do, but it’s more about making our own interpretations. We have a huge back catalogue and we are more inspired by our history and utilizing that. There is always a part that is focused on a trend, but we’re not obsessed, we believe in our strategies enough to present them themselves.

Have you got some insight into what might be a little trend come through? Like for example lilac is a colour that came through last year for men.
The trend is, there isn’t a trend. Everyone wears whatever.

I like that... do you really believe it?
With sneakers, the most common colour is black, so if it comes in for such a short space of time no one’s chasing it. It’s more conceptual if you want to do real authenticity, so you use an authentic colour palate, if you use a particular graphic or story then a colour palate tends to lean towards that. At adidas we have constants or variables in season but we can deviate from it if we think something is missing.