Ultra BOOST Collective Pre-Launch | Q&A with Dirk Schonberger

Today we were lucky enough to attend a Q&A with the Creative Director of adidas’ Sport Style Division, Dirk Schönberger. Held in the UltraLounge in Selfridges London, the adidas legend was there to support the pre launch of the Ultra BOOST Collective trainers.

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Designed by him and James Carnes (Creative Director of adidas’ Sport Performance Teams), these limited edition trainers were pre released today in OFFSPRING Selfridges and will be on general release on Saturday 6th June.

Here is a snippet from the Q&A with Dirk Schönberger…

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How did your career begin?

I studied fashion in Munich and started my own menswear brand in 1995 which was inspired by the punk and techno wave from early 90’s. My collections focused on deconstructed tailoring with sportswear vibe.

 What’s the pros and cons of working for yourself vs adidas?

Working for yourself is hell but very satisfying as you get to do what you want but a collaboration can be invaluable; I’ve learnt to communicate to 100s of people and I wanted to work for a democratic brand. It’s great seeing things you’ve touched from a design perspective on the high st when you’re walking around.

Adidas – how does a sportswear brand lead in designer space?

adidas had already established themselves in this market working with Stella, Yoji Yamamoto and Jeremy Scott. Bringing me in was like implementing virus into a company! If you keep going in one direction, you will end up in a solid place but that’s not where adidas want to be. We’re keeping the heritage but with a designer influence. It’s an evolution.

 Where do you get your influences from?

I walked here and always walk with my eyes open whether I’m in Berlin or London. I love culture – art, music, cinema, reading books. I just watched Mad Max and loved the construction of the set, so watch this space!  

 What’s your working week like?

I have routine meeting with designers, where we work on the new collection and strategy meetings. I live in Berlin so am based there on the weekend. It’s only when I step out of the office that I am inspired and can draw.

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What’s the most exciting aspect of your job?

It’s exciting to see young designers pushing limits but then meeting Pharrell Williams last week was also great.

 Sum up the Ultra BOOST Collective?

In line running shoe new this spring with a revolutionary sole that looks like Styrofoam – they are the most amazing thing I’ve ever had on my feet! I worked with James Carnes on this and we were scared to make them so simple but wanted to focus on the materials, using man-made yarn that’s only available in white alongside black organic wool. Sports clothes used to be made from wool and we are re-visiting this as we believe people are looking for something that refers back to their daily lives.

 Collaborations are big, how do you choose who to work with?

I don’t want someone new that isn’t innovative; we all knew that Pharrell and Kanye would do something different and push boundaries

 What’s the process for working with a designer or icon?

I trust the designers we work with but it’s important they don’t leave the DNA of adi completely behind, so we educate them and show them the archive. Taking elements of new design and updating them with new features or materials is essential to keep pushing boundaries.

 How do you measure the success?

For me, it’s important it works creatively for us but obviously it has to work commercially as well.

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 How do you keep it fresh?

I like to play with elements that are recognisable to the brand such as the shell toes. I tell my team to go through the archives and de-construct trainers and then reconstruct them differently to get a new view. It’s also important to take time out of the office to get new influences.

What’s it like working with Kanye and Pharrell?

It’s a great music x fashion x sportswear fusion. They both build an idea like a song so it opened a door in my head to think differently. Kanye is interesting, inspiring and sometimes wild but he brings together certain elements that I wouldn’t naturally think of or predict.

 What is it that drives adidas forward?

We want an emotional connection between us and our consumers that is approachable. We’ve built a culture of creation in the industry and we want to continue this.

 Dream collaborator?

I can’t say for legal reasons as we may already be in talks with them but I’d love to start collabs with famous artists

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adidas Ultra Boost Collective Collection

We are excited to reveal the latest drop from the adidas Ultra BOOST Collective, featuring the limited edition Dirk Schoenberger & James Carnes Ultra BOOST.

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The energy running revolution has taken a big new step as adidas unveiled its latest and most technologically advanced running shoe in January, Ultra BOOST. Featuring a host of innovative, performance features, including a full length BOOST foam cushioning sole, it marries its cutting-edge running attributes with an aesthetic that is equally directional, resulting in a shoe that looks as good as it “plays.”

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Given this new style’s high performance and sophisticated style, adidas thought it would be the ideal silhouette to be interpreted and celebrated through a series of special editions, some of which were designed in collaboration with outside design partners.

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Building on their combined knowledge of high fashion and peak performance, adidas’ creative directors Dirk Schönberger (Creative Director of adidas’ Sport Style Division) and James Carnes (Creative Director of adidas’ Sport Performance teams) developed their versions of Ultra BOOST inspired by adidas’ heritage.

In their search for the perfect materials to use, Dirk and James extensively explored an array of textiles, from superior performance fibres to natural ones. The outcome is a pair of complementary opposites: one pair is in all-black, made of a wool fibre with reflective accents. Meanwhile, the second pair is all-white and is created from Dyneema® fibre one of the strongest and most advanced performance materials adidas works with.

We will be pre launching the two limited edition adidas Ultra BOOST in the OFFSPRING Selfridges London store on Monday 1st June.

Find out more here > http://bit.ly/1eDte3q

The pack will be on general release in all OFFSPRING stores and online from the 6th June.

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Coming Soon | adidas Originals Superstar 80s City Pack

Introducing the new adidas Originals Superstar City pack, due to drop this month.

This limited edition collection features the classic Superstar 80’s silhouette and is presented in 6 bold, mono colourways.

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The City pack is inspired by 6 major cities in the world and each colour represents this: London (Red), New York (Black), Berlin (Grey), Paris (Blue), Tokyo (Violet) and Shanghai (Yellow). Each style is presented in a premium suede, with subtle gold branding on the side that states the city it pairs with. They also have a famous landmark etched on the heel of each style in gold, adding to the luxe feel of the whole pack.

The adidas Superstar 80’s City Pack will be available online and in all stores.

Launch date: Thursday 28th May 2015

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Saucony G9 Shadow 5 “Scoops”

This summer Saucony Originals are embracing the warmer weather with their classic ice cream flavour inspired G9 Shadow 5.

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This hybrid Saucony model is aptly named “Strawberry Vanilla” using the colourway as a vivid representation of 2 of the best loved ice cream flavours. Carrying on the sweet treat style, the silhouette boasts a premium red- and pink-coloured suede upper, with a speckled tri-color midsole and a spoon emblem on the tongue.

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Fusing a Grid 9000 and Shadow 5000, this limited edition model is launching on Friday 15th May.

It will be available online and in selected OFFSPRING stores.

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New Brand | Clear Weather

Introducing a new brand for SS15, American based brand Clear Weather.

Clear Weather is an independent, lifestyle footwear brand created by brothers Josh and Brandon Brubaker. Clear Weather footwear features vintage inspired silhouettes with a futuristic feel, while offering excellent craftsmanship.

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After spending more than two decades working with some of the biggest trainers companies, the Brubaker brothers decided to create their own sneaker style using clean cut silhouettes and premium materials.

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The stand out silhouette of the collection is the moccasin style One-to-One with its clean cupsole, soft suede upper, fringed cuff and stitching details. The red colour is an OFFSPRING UK Exclusive.

The low profile Ninety has a deck shoe style with an intricate, lazer cut upper in soft white leather. The One Ten high top takes on an old school skate style with a padded collar, large tongue and monochrome colourway.

The collection is now available online and in OFFSPRING stores.

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Coming Soon | Nike x Liberty SS15

The much loved collaboration between Nike and Liberty of London is back for SS15 with one of its most stand out collections to date.

Using Liberty’s heritage Merlin print that was originally produced in 1972 it uses a white base with bold, geometric shapes.

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Featuring some classic and contemporary Nike silhouettes, the collection sees the relaunch of the sneaker/sandal Air Rift.

This unique, stand-out pack will be hitting stores and online very soon, stay tuned for more information on release date.

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Coming Soon | OFFSPRING x Timberland Lug Boat Shoe

Following the success of previous collaborations, we have teamed up with premium lifestyle brand Timberland® to create a new collection for Spring/Summer 2015, re-mastering the classic boat shoe in three new leather and print combinations.

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Known as the 30003, the hand-crafted and rugged premium boat shoe has earned iconic status in the Timberland® collection since its launch in 1979. This limited edition OFFSPRING update combines the classic Timberland® silhouette and craftsmanship with a fresh design.

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The three pairs pop in high-summer colours, the first featuring turquoise leather with metal eyelets, stamped in a tortoiseshell print. The second in red with cork printed hardwear, while the third combines a trio of nubuck leather in classic Timberland® yellow, ruby red and sky blue. Each sit on a rugged white rubber outsole.

Keep up to date with the launch information and full reveal at @offspringhq

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New Brand | Garment Project

To celebrate the launch of new brand Garment Project we have teamed up with them to create our own 3 exclusive styles. These minimal women’s styles are wrapped in liquid metallic and croc effect leather in a classic lace up and slip on silhouette.

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Garment Project was established in 2013 by Kent Rau Madsen a Danish casual wear and sneaker expert.This Copenhagen based brand represents a testimony of a personal expression that combines classic construction and contemporary tailoring and will be a chic new addition to your sneaker collection.

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Nike Air Rift QS

In 1996, Nike created a trainer/sandal hybrid called the Nike Air Rift. The design of the Air Rift was inspired by the barefoot running style of Kenyan distance runners and the debut style was made in the colours of the country’s flag to honour the champion athletes.

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The name came from Kenya’s Great Rift Valley, the nation’s signature characteristic and the fault line also provided a second source of inspiration for the shoe’s defining characteristic: a decoupled toe that created articulation between the wearers first and second toes.

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Now relaunched for SS15 the Air Rift remains true to its original with the defining split-toe, a flexible natural motion outsole and two Velcro closures on the heel and midfoot to secure the foot with a customizable fit.

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The OG and Concord colourways with launch on Monday 27th April and will be available online and in-store.

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TEVA x NASTY GAL

This summer sports sandal brand TEVA have teamed up with NASTY GAL to create two limited edition sandals. These flat-form sandals embody the NASTY GAL brand, taking on a cool downtown LA sports luxe style.

Just in time for festival season these sandals have already been sported at Coachella and are sure to be a footwear favourite for coming UK festivals such as Glastonbury, Secret Garden Party & Bestival.

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The Spice Girl style platform sandal features a textured black upper with a velcro closure at toe, clasp closure at ankle, and light purple hardware with orange mesh lining, white flatform and black treaded detailing at bottom. Pair them with an oversized tee, a suede fringe bag and a fedora for stand-out festival style.

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If you want to keep things slightly more understated then the white mesh thin flat-form sandal with turquoise hardware and blue lining is your style to rock this summer. Wear yours with some ripped up boyfriend jeans, an oversized vest and your biggest sunnies.

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The TEVA x NASTY GAL sandals will be available exclusively online here and in selected OFFSPRING stores.

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