Sneaker Freaker

There is a significant investment in bringing back a shoe completely from the dead, is business potential a criteria for bringing shoes back?
I would say on some level yes, but actually we don’t look at it like that. A lot of the time we are bringing these shoes back for a particular consumer and that’s an investment. The thing with being a global brand is we can still satisfy the needs of a smaller niche group. Consortium is not driven by financial reasons, it is driven by association with the right partners.

What’s your objective with adidas? Do you think you guys could take the number one spot as a sneaker manufacturer?
I think the important thing is to appeal to all consumers. The whole point of adidas, in terms of originals, is that it’s open to everyone. We want to be more honestly true with the consumers. Our goal is to provide a portfolio of products for all kinds of consumers. It’s not a formula that says guaranteed success, but so far so good, we have consistently evolved and maybe the beauty of our brand is that we appeal to such a wide group of people. For example the Superstar, you can see everyone wearing them... cool people, young kids, grand dads.

What can you tell us about Spring 2008?
There won’t be packages like Poker, or things like that.