Brian SS Jensen is the co-founder of Copenhagen-based label, Wood Wood. With a number of adidas collaborations already in their portfolio, they've just added a women’s-specific ‘Run City Pack’, centred around the UltraBOOST 19 silhouette, and including matching apparel. Sneaker Freaker had a quick chat with Brian about the collection.
Brian from Wood Wood Talks New adidas UltraBOOST 19 ‘Run City Pack’
Date: November 28 2019
By: Minh Vuong
Congratulations on the new collaboration! How does it feel to be working with adidas again?
Thank you! It’s always a pleasure doing these special projects with adidas. We’ve been working with them since 2005, so it’s also been interesting to see how their company has evolved over the years. Every project has been a unique experience.
What is it about the modern UltraBOOST 19 model that appealed to Wood Wood?
To be honest, it was more the idea of doing a full running capsule for women that appealed to us. The UltraBOOST 19 wasn’t even out when we started working on this project. But, I’ve been excited about the BOOST range ever since it was first introduced in 2013. To me, it marked an important new direction for the adidas brand. Actually, we worked on a second model as well, but unfortunately that fell through.
The ‘Run City Pack’ is Wood Wood’s first female-specific running capsule collection. What were the challenges in designing the collection, or was it an opportunity to explore new concepts?
This is something we have been wanting to do for a long time. We are very influenced by sportswear, and have always had a women’s line, so I think it was only natural for us to do this kind of project.
And yes, this was a great opportunity for us to explore technologies we usually don’t have access to. Personally, it was very inspiring to work with engineered knit, both technically and aesthetically. This was only possible through the help and guidance from the team at adidas.
How has the changing sneaker scene over the past 10 years influenced Wood Wood’s approach to collaborations?
I really don’t think about this much. We are, of course, affected by what goes on around us, and we have evolved both personally, creatively, and as a brand. But, we have always tried to approach each collaboration differently, depending on the circumstances.
The ZX 9000 from the aZX collection is one of Sneaker Freaker’s favourite colabs ever. What is Wood Wood’s favourite adidas collaboration so far?
Thank you! That was also a fun project to be involved in. All the Consortium partners were invited down to adidas HQ in Herzogenaurach to work on this at the same time. Good times.
According to the Wood Wood website, this is the sixth official project with adidas. Can we expect the seventh, and beyond, soon?
My lips are sealed.
The Wood Wood x adidas ‘Run City Pack’ is available now from Wood Wood and select adidas retailers.