October 21, 2013 BY Aaron Kr. / 2
For every major sneaker brand, there are several different segments of their consumer base. There are the casual consumers who will buy it if they like it, the loyal appreciators who continually come back for more, and then the diehard fans who identify with the brand on a deeper level and go above and beyond when it comes to supporting, representing, and immersing themselves in the lifestyle and culture. This smaller segment of obsessives may not account for the largest chunks of retail profit, but their devotion and dedication is the type of priceless commodity that most brands would kill to achieve.
That said, it’s not very often that these large and successful corporations take notice and actually show any kind of tangible appreciation or recognition to the people living and breathing their products, which makes the adidas Collectors Project such a welcome breath of fresh air. adidas worked with their local teams around the world to pinpoint five dedicated collectors who not only represent different global regions, but also personify all different aspects and subdivisions of the brand’s storied culture. Each of the five collectors has their own style, personality and perspectives, and this project brings them together in a unified way that demonstrates the broad scope of adidas’ reach into all different facets of the sneaker collecting landscape.
The chosen five were flown out to adidas global HQ in Herzogenaurach, Germany where they toured the hallowed
archives as well as Adi Dassler’s home and the Scheinfeld prototyping facility, all the while trading stories and knowledge with the adidas archive and design teams, as well as each other. Finally, they were given the opportunity to each select a model from the archives to put their own personal touches on – an almost unthinkable dream come true for any sneaker enthusiast, but an even more deserving one for these loyal supporters who have given so much of themselves to the Three Stripes brand all these years. Working together with members of the adidas Originals design team, the five shoes were mapped out on the spot, with only a few later tweaks needed to properly bring each original vision to life.
Thanks to the knowledge and experience that each collector brought to the table, it became more clear than ever how important and beneficial it can be for a brand to reach out to its most loyal followers to get honest opinions and insights from people that know the ins and outs of this stuff better than some of its own employees. We here at Sneaker News salute adidas for showing confidence in the creative visions of its biggest fans, and giving them the opportunity to turn their sneaker dreams into reality and show some sincere appreciation in the process. Continue on for an extensive look at the Collectors Project and some background on the five individuals behind it, including interviews with two of the contributors. Keep an eye out for them hitting select adidas retailers around the globe this Saturday, October 26th.