The Creative Farm is in Greenpoint, Brooklyn. It looks like an unassuming warehouse. It is even a stone supplier across the street. In this rather secretive position, the German brand employs 19 full-time employees, in addition to a rotation design team of 10 people, designers from around the world continue to change, carry out many product lines including basketball, running and women Creative work.
The creative director Marc Dolce from Nike's job-hopping Adidas described the work of these designers as "they are creating culture."
It is reported that the studio is divided into two areas, namely the designer's general work area and creative laboratories. The latter houses a large number of high-tech machinery and materials that can realize the idea of ​​“empty horses†of designers and create various ideal sports shoes or clothing—called “Designer’s†by studio manager Michael Nash. Disney land".
As for the designer workspace, not only creative boards and materials are infused to stimulate inspiration, but there are no designated seats in the area. Adidas calls it a strategy to promote exchanges and cooperation among designers. This studio team has both full-time designers and Adidas' "temporary" designers, who are usually stationed in Germany or Portland headquarters and rotate to Brooklyn to find and exchange ideas.
Adidas Global Creative Director PaulGaudio
As Adidas' global creative director, Paul Gaudio is based in Portland, North America, and is the principal director of Brooklyn Studios. He told BusinessJournal, the US business media, that this creative farm with a large number of raw materials for making machinery and products is an attempt to “down-to-earth†the brand. Designers can gain deeper insights and help them design emotional needs with consumers. Connected products, "Because the brand wants a sense of realism in the soil and the output, this is a place that can make your hands dirty."
Although Adidas set up Brooklyn Studios to seek design ideas, PaulGaudio said that the group did not propose clear working indicators and market output requirements. “More is exploration,†PaulGaudio said. “Getting progress in the process is a goal, not an obsession with the results.†The global creative director also revealed that the studio is exploring innovations in basketball products – in recent months, This category has experienced a sharp slowdown in performance across the industry and has become one of the most important opportunities for Brooklyn farms.
It is worth noting that the studio also provided internship opportunities for some young people in the local community, including Nigel, a 17-year-old intern. As we all know, Brooklyn is the most fashionable, most exotic and youngest place in New York. It can represent the North American market trend. Interestingly, Adidas noticed Nigel on the social platform Instagram and invited him to work as an intern at the studio. Obviously, German brands want to hear the truest ideas of the younger generation.
In fact, Brooklyn Farm is a product of Adidas's decline in the North American market. In the fourth quarter of 2014, Adidas experienced a loss of up to 140 million euros. It was the first time in the North American market that it had been overrun by Under Armour to third place, and the gap with Nike has increased.
At the time, Eric Liedtke, adidas’s global branding officer, said, “We should make up for the inadequacies of the US market from the perspective of product design.†Immediately thereafter, Adidas heavily excavated three senior designers from rival Nike to create the Brooklyn Design Studio. Pave the way and move the headquarters of digital sports equipment from Germany to Portland, USA. Behind a series of practices, Adidas hopes to regain its North American market share from the inside out by improving product design.
Until this year, Adidas made great strides in North America. Yahoo Finance's footwear market data in May showed that the German brand's share of the American sports shoe market jumped from 11.3% last year to 11.3%, which is equal to 11.8% of the Jordan brand. By contrast, Nike’s market share still leads, but has shown a downward trend, decreasing from 35.9% last year to 34.7%. In the first quarter of 2017, Adidas’ sales in the North American market increased by 31%.
Adidas North America President Mark King returned the brand to North America second, due to its correct forecast of market trends, in line with the needs and desires of consumers - with the fashion boom, German brands not only succeeded in staking the Stan Smith and Super Star series of succinct wild , Also took away from the Nike footwear tide brand on behalf of Yeezy, UltraBoost series also become the new darling of young consumers.
“We insisted two years ago that the only way to keep up with social and market trends is to listen to consumers. Many companies are talking about this, and in fact we do it,†MarkKing said in May of this year.
The opening of the Brooklyn Studios is actually a continuation of the product strategy for the past two years. It is also an important part of Adidas' 2020 strategy and is considered to be a "secret weapon" for German brands to continue to storm North America and even the global market. PaulGaudio, the global creative director, said that there may be more and more such creative farms in the future, which will become a place for brands to cultivate design talents.
Although Adidas does not set output targets for Brooklyn Studios, in the sports consumer market where products and data are spoken, it is expected that German brands will not only attach importance to the exploration process, but also express the fruits of creative farms as soon as possible.
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