2015, by any sort of standards, was a banner year for Adidas. From a business standpoint, sales boomed for the brand with the three stripes, while culturally, the label was more prevalent than ever with both discerning sneakerheads and the athleisure-loving masses. High-profile collaborations with Pharrell and Pusha T helped and Yeezy—an entire brand of sneakers and apparel built from the ground up alongside perhaps the most influential man in street fashion alive today—opened the company up to new fashion frontiers. But even without celebrities driving home the idea that Adidas is the "it" sneaker label of the moment, the brand's own products have reach new levels of awesomeness. The insanely cool and comfortable Adidas Eqt Support Adv Femme Ultra Nike Air Presto Femme Boost, deemed by Adidas when it first debuted as "the greatest running sneaker of all-time," can actually make a legitimate claim for that title. Futurecraft, Adidas's new line of concept shoes, was responsible for the world's first running shoe with a usable 3-D printed sole.
But of course, Adidas's quest to be America's most beloved sportswear label (a title they're still a long way away from thanks to the ongoing popularity of Nike) is far from over. So, if 2015 was a great year for the label, 2016 is going to have to be even greater. And that starts with NMD, a new line of sneakers and apparel from Adidas Originals that is bringing the brand's premier technologies to new sneakers made with everyday living in mind.
The first sneaker from the collection looks, like many new Adidas products, to have been sent from the Nike Air Vapormax Femme future. At first Adidas NMD Feminino glance the $170 sneaker has a Primeknit, sock-like upper and a Boost sole, but look closer and you'll notice classic '80s-era Adidas design elements like colorblocked panels on the midsole. (It's impossible to know where you're going without remembering where you've been, right?) It's also incredibly lightweight. There's no question it stands out in the crowded sneaker field today, but why launch a brand new lineup now? And at a time when Futurecraft, Yeezy, and Ultra Boost are still making big waves in the industry? To find out, we went to the source of NMD's game-changing design, aka Nic Galway, Vice President of Global Design for Adidas Originals.
NMD is my opportunity to connect the past and the future. And to do it in a way that isn't just how the product looks, but how we live our lives. I talked a lot with Adidas Gazelle Mujer the creative teams Adidas Superstar Uomo Nero about how we all travel so much these days. When you are traveling all the time, you can only take so much with you. And the items you take have to have more meaning, culturally, and they also have to feel good. When I come to New York [from Germany], I take things with me I like personally, but are also comfortable.
We have this incredible history. And when I talk to people, they always reference our history and how it has affected culture. But if you stay stuck there, then it can become a limiting thing. But that archive has to always stay alive. And at Adidas, we have cutting edge innovation. There are design elements from shoes in the '80s that are just being adopted today, so it shows how cutting edge Adidas can be. It's my role as head of Originals to continue that legacy. So everything I do needs Nike Cortez Feminino to be Nike Air Max 95 Womens respectful of the past, but also continue that legacy. The products are new, but the past helps give them context.