Sports brand sets up 'creation center' to explore design possibilities
ABS-CBN Sports on Jul 28, 2017 04:28 PM
"You can be an athlete, you can be a kid from Brooklyn, you can be a chef, because we can learn from anyone."
In a move that aims to break free from the mold of pedestrian design in sports and sports fashion, a brand has set up a creative hub that is open to inspiration from just about anyone with a unique idea.
To further bolster adidas' "Creating the New" strategy that has come up with some of the wildest, most advanced, and fashion-forward designs of the decade, the Brooklyn Creator Farm was started.
"It's not about titles or roles, you don't have to be a designer. You can be an athlete, you can be a kid from Brooklyn, you can be a chef, because we can learn from anyone," said Denis Dekovic, one of the farm's creative directors.
"It's about bringing creators together and having a space for us to exchange ideas," added Mark Dolce, another creative director.
Under the leadership of the brand's Global Creative Director Paul Gaudio, the "Creator Farm" was a response to the potential to learn from key cities' masterminds of innovation to help the adidas' design team steer the brand's creative direction to greater heights.
Check out the short introductory clip below for more details: