Get a new adidas Snowboarding product first!
Check out the products that adidas Snowboarding plans to roll out next season!Also, this time I asked Kelly Fisher, who oversees Asia for adidas Snowboarding, about the brand and Michael Fox about the product.
Grow your brand slowly over time, not explosive expansion
How do you see the Japanese snowboarding scene from a branding perspective?
The Japanese snowboarding community is full of passion.Everyone is passionate about snowboarding, so I feel that the product and the scene are aiming for higher heights.Above all, I think Japanese snowboarders have a clear understanding of what kind of products they are looking for.
Is there any topic about adidas Snowboarding next season?
Every year, four times a year, we decide which city to focus on in adidas' action sports business (Skateboarding, Snowboarding), and the area of autumn / winter 4 became Tokyo.I think this decision is a good opportunity to promote the area of Tokyo and Japan globally.I'm still thinking about what to do, but I'm looking forward to announcing it as a surprise.However, I'm not thinking of doing a big event with this as a kick.We want more people to understand the value of adidas Snowboarding.Rather than suddenly expanding explosively, I would like to take the time to slowly convey the goodness of the product and brand identity to SHOP and snowboarders.
Producing high quality boots from many years of experience
Please tell us about your commitment to adidas Snowboarding boots.
First of all, it's the fitting part.We make the best last (last) to make boots that are comfortable to wear.It is made through various unique processes such as converting the last (last) to digital and digitally testing whether it is good or bad.And just as important as fitting is the quality part.The quality including many years of experience as a global shoe maker and each line of the factory that I have built from scratch is very high.Also, adidas has a lot of shoes that we have made so far.It is impossible for other brands to try to copy.We are constantly developing to create good boots from the experience of building them.
What are your strengths as a shoe maker?
There are many strengths, but an interesting story is about technology.
BOOST is the No. 1 technology for adidas Snowboarding.This technology has dropped what was used in running shoes into snowboard boots.In fact, adidas has a department called Futures, which does not make any products, but develops technology for future products.Some of the people working in that department were snowboarders.EVA, which was conventionally used for soles, has become hard in cold places.On the other hand, the developers understood that BOOST does not change the impact absorption of the material depending on the temperature. When BOOST was developed, there wasn't a category for adidas Snowboarding yet, but when it started, I thought the technology would work and adopted it.Nowadays, adidas technology BOOST is used in all categories such as basketball, tennis and skateboarding, but in fact snowboarding is the second fastest in the whole category after running.In this way, I think it is a strength unique to adidas that continues to develop in various categories.
Please tell us the attention of the product next season
I think the focus is on the BOA-equipped model that will be adopted from next season.Of course, the classic normal lace style is still the main item of adidas Snowboarding.Team riders are also looking for normal lace boots.I also understand that a certain number of pro shops and core snowboarders support normal racing.In addition to that, I also needed speed lace boots.I wanted to use BOA from the beginning of the brand, but at that time BOA stopped making new partners.That's why I adopted the speed race system.And three years later, we had an in-house meeting to adopt either BOA or speed racing.After making and trying both prototypes, BOA's products were favored. BOA has an active support system for shops, so I am happy to be able to work with them.
Both coolness and quality
The reason I like it is that the image is good.Team riders are also cool riders, and the products are of high quality and reliable.The people of the brands that make up the team are also making cool things.I like the fact that the product identity of SAMBA that I'm using next season hasn't changed even if the functionality is updated.The classic laces are cool, there are no inconveniences, and they respond to your riding.I don't really want any more.
