Andy Murray had a great year in 2012 – winning his first Grand Slam at the U.S. Open as well as the Olympic Gold medal at the Games in London. Tomorrow, Andy will play against Roger Federer in the men’s semifinals of the Australian Open in Melbourne. This story introduces you to the adidas shirt Andy is wearing in 2013 and looks back at some older models and styles from the adidas archive catalogue collection (1983, 1993 and 2003).
Just recently, adidas was awarded a Global Fashion Award by WGSN. This award recognizes brilliance in fashion and retail design across the globe. adidas was chosen to receive the award for the Best Sports/Activewear Design Team 2012. The award was presented to us for our overall design image as a brand in 2012, with exceptional mention of our presence at the Olympic Games. It is an award for both adidas Sport Performanceadidas Sport Performance offers products in most sports categories. The key focus categories are: Football, Basketball, Running, Training and Outdoor. Everything at adidas Sport Performance reflects the spirit of our founder, Adi Dassler. The main objective is simple: make athletes better. Therefore, innovation is at the core of all adidas Sport Performance products.
The target consumers are clearly those consumers who call themselves athletes, are active in sport, or simply are inspired by and love sport. as well as the adidas Style division. The two world-class design teams are led by Dirk Schönberger and James Carnes. On the occasion of this amazing recognition, I was able to talk to James Carnes, adidas’ Global Creative Director for performance, to get his insights on what makes the adidas design team special and what the future of design in the sporting goods industry is.
On October 1st, we officially opened the Creation Centre Sao Paulo (CCSP). It is the fifth Global Creation Centre of adidas in addition to current centres in Herzo, Portland, Shanghai and Tokyo. It will provide the world with a taste of Brazil. From a business point of view it will help the adidas Group become faster, more consistent and more consumer-focused in the strategic key market of Brazil, in the SLAM markets and on a global level.
Thorsten Harstall, Director Creation Center Sao Paulo, welcomed a highly motivated team to the global adidas family. I interviewed Thorsten what the Creation Center is all about and summarized my key findings in the following post. It was originally posted in our intranet in order to keep our employees updated. However, I am sure it will be of interest for you, too.
This year marks an important milestone for the adidas Originals family – Markus Thaler, one of the brand’s key figures in technical development, has been with the brand for more than 40 years and is approaching his well-deserved retirement. Markus has been with the brand since its earliest days, and worked directly with Adi Dassler, the founder of adidas. To pass on his knowledge, adidas Originals brought him together with a new generation of designers to create hand-made footwear for unique adidas assets. The adidas Originals team also created the video below which gives you an insight into this development process.