Adidas Originals puts major push behind P.O.D. System launch event
Adidas put a big marketing push behind its latest Adidas Originals launch this week with an event in London that immersed sneakerheads in the world of personalisation and also enlisted influencer/creators to add an extra edge.
The new product is its P.O.D. System that “celebrates open source collaboration and creativity” and takes inspiration from the brand’s 90s 'Point of Deflection System' technology. Engineered with a podular sole unit, it features new tooling designed to create “natural motion, flexibility and comfort.”
And the company isn’t holding back from talking up its innovative features saying that “drawing from the past in order to reimagine the future, the P.O.D. System represents a new standard in footwear.”
So, what about that launch event? Well, the company gathered together a group of global “creators” including Victor Ma, Cali Thornhill DeWitt, DJ Clark Kent and more. They spent a day at the P.O.D.S. Maker Lab in London's Shoreditch.
Led by the Brooklyn Farm and the adidas Originals design team, the aim was to get everyone of the guest list as heavily involved in the shoes as possible. That meant they “were able to experience the adidas Originals design process first hand.” Guided by Senior VP of Design Nic Galway, Head of Product Morgan Boeri, and Design Director Remy Eyraud, they created “unique interpretations” of the P.O.D. System.
They were able to mix and match P.O.D.S. components with classic Originals elements and using on-site machinery could opt for laser-etching, heat pressing, or customised chain-stitching.
And to add to the buzz, the sports giant wanted to create around the event, Adidas Originals creator Pharrell Williams joined participants in the Maker Lab, “offering direction and inspiration.”
As the day wore on, live performances by Migos, with a special set by Pharrell Williams, Suspect OTB and DJ Benji B, helped encourage guests to hang around as long as possible.
It was all designed to boost the product that launches globally on June 16.
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