After a few years spent working in the material development and innovation department at the adidas Group, I recently transitioned into my new role in the Social and Environmental Affairs team.
In my old role, I led a few projects in which reduced water consumption was a key focus. But as I am now exposed to a relatively large portfolio of sustainability-related actions, I have discovered that there are other programmes with a positive impact on the adidas Group’s water footprint. read more
Just a couple of weeks ago, I showed the photo album of when I was a kid to my five-year-old daughter. As we flipped through the pages, she suddenly pointed at one picture of me as a 10-year-old boy on the beach and said “daddy, you are wearing adidas shoes”. I paused and memories came back of my first adidas tennis racket, and the Stefan Edberg shirt I got for my 10th birthday, as well as the innumerable number of adidas soccer shoes that accompanied me along the way. So, my passion for this brand apparently began long time before I joined the company 13 years ago.
Inspiration may lurk anywhere and you never know when it hits you. As a designer it’s your job to turn this process into something proactive. It’s not about getting hit by inspiration but about finding it.
I am part of the adidas design team that is responsible for designing the football jerseys for our teams at the football world cup this year. The job itself as designer allows you to research into a wide variety of subject and is a great challenge. Working out the national identity of a country and incorporate this into the design of the football shirts, this is what is driving us. My friends always ask me how we work and where we get our inspiration from – well, sometimes it is more unconventional than you would think…
Where can I find …? Who knows …? Too much information … not relevant to me! If you hear this from your colleagues then it’s about time to act. The timing could not have been any better, because our business strategy Route 2015Route 2015 is the Strategic Business Plan for 2015 that aims at growing the business of the entire adidas Group to € 17 billion by 2015. This plan is the most comprehensive business plan the adidas Group has ever prepared, incorporating all brands, sales channels and Group functions globally. It is our road to success: our Route 2015. is built on the principles of speed, consistency and consumer focus as well as a way of working that is open, honest, fact-based, non-political, collaborative and efficient.
While all this is common knowledge among our employees, feedback from our Global Engagement Survey showed that this was not yet permeating our digital landscape. In addition, the social media revolution was an influencing catalyst for companies to become more networked and personalized. In order for the adidas Group to stay an employer of choice, the new generation of employees demands the same ease of connecting and communicating with intuitive technologies that they leverage in their personal lives. read more
Football players are getting faster. The game in general moves at a faster pace nowadays. But what’s next? Determining the future of sport, this is what the adidas innovation team does. As the Innovation Director for football, I look three to five years out to understand where the game is going and how the player requirements change when it comes to football products.
The latest adidas football jerseys for the 2014 World Cup for example are 50% lighter than the previous ones, which actually were also very light already. Why? Because giving players every edge they can get at the top of their game makes a real difference.