Adidas Technology – An intro into footwear innovation and key to superiority

We go again

I think so much about what materials are being used when creating anything. From when I’m consulting on architecture projects to fashion, mobile tech is a given but that’s a 2022 conversation.

Adidas is winning in technology

  • barefoot,(Frampton)
  • boost, bounce, cloudfoam
  • speed mesh
  • Firm ground (Johnston)
  • Future craft 4D
  • Biosteel Fibre
  • Adiprene

Barefoot tech

Midsole Tech

Cleats

Fibres & Uppers

I take heed of this as a designer. Because making is more than bringing a drawing to life its thinking about the future and curating a type of environment that breeds innovation. Showing people there’s always room for growth, behind Adidas Group is a team of engineers.

You see Nike team up with so many material groups face value, but as far as I can tell Adidas has an Apple aesthetic where it’s just their name on the shoe.

It was the biggest news in ’96 with Adidas ‘Feet you wear’ campaign vs Nike Air & more Air, the company out competed in tech every time with help from Frampton Ellis. These are the things I take note of when I work with the engineering side of material technology and manipulation. Not just a good looking sneaker an ergonomic sneaker with function form and aesthetics


Editors Note

Adidas found their in to the sportswear market with this and climacool. From the predator to the Y-3 Runner 4D there’s not many challengers that are shaping innovation the way Adidas is.

This is a philosophy I take with me on my journey, it’s not just about understanding your competition it’s about adding to yourself in a creative way. Not stealing diseases but adding to your ethos to make you a better company. The Sam Walton (of WalMart) way

We’re learning more of – Whatever Moves Your Dial

Damilare. Not Your Typical

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What needs to be left in 2018 – Things for Your, Good Will and Red Cross pile

We go again,

I want us in 2019 like we’re not new at this. I want us to be creative and wear clothes that are for us and what we feel like. So my perception is to have an atmosphere where we wear what makes us feel comfortable and confident. It’s part of my dogma as a designer. Because I feel comfort is luxury– more about that in the blog.

Here’s a fun little list about what would be good for us to do in 2019

Racist white labels

I’m used to seeing white people not care about the lives of blacks people that will never be my issue, I will be surprised no more. But for all the hype around not supporting people that do you wrong I still find black people and other people of colour wear clothes by racist& homophobic labels. You know who they are -But it’s your body. – Whatever moves your dial

Dry Flexing Kenzo, D Squared etc…

I’m not really into this but I know so many more boys are. The uniform of the men that wanna dress flashy or swanky or “drippy” but don’t really have a path of their own. It is a starting point not a staying point, I’m not really one for supporting brands that don’t support the people either, having fashion houses as pure capitalistic endeavours.

Taking your money and not giving anything back in style or quality but only a name that isn’t even trust but is just recognised by many due to an exceptional advertising firm and not the strength of the brands artistry. It’s not snobby or snooty it’s just the facts that surround the point. You’re wearing expensive basic entry level Garms that no one really into this thing will wear.

This isn’t exclusive to d sqrd and kzn but they are just an example of what my young brothers are into, can’t even pair up with some nice ksubis. The nerve, the audacity

Stretch skinny / spray on skinny jeans

Honestly they’re too tight. Yall don’t need them I still wear mine till they’re worn out – cos broke culture – but I won’t be buying new pairs any time soon. In 2019 we will get into more creative pairs of jeans Japanese denim; creative concepts; high quality fabric and fits, that are masterfully made with premium denim to make one feel like we can sleep in them.

I will be making a blog for all the denim I’m interested in, in 2019 but that’s a blog for another day.

Hype Jacking

We all know about being a hype beast and fiening for a good drop from a highly coveted designer but I’ve noticed people get confused with Hypebeast – hypebeast is a term for entry level consumers just getting into fashion or more commonly someone that’s into all the highly coveted pieces for Jawn, fit checks flexing & other IG like purposes.

Please have some respect and leave these kids alone, I’m not necessarily a purist but I do just love the game and am welcoming to all parties. The trash some people get up to I just can’t jive with.


writers notes,

This is everything I’ve wanted to say without ranting too long in text form. This is only my opinion, it stems from a place of wanting better style for all. Doesn’t matter where you buy it from ASOS or Louis Vuitton or what have you, style is expression of your truest self – No one can take it away from you and it can’t be copied so easily. – It takes true heart to dress how you feel without worrying about what others think. Me I can spot someone who is dressing for themselves a mile off & I salute you all.

Whatever Moves Your Dial

Not Your Typical (@nytypical)