How do you create a product that delivers performance, sustainability and inclusivity? As Creative Director for adidas Outdoor, Andre Doxey juggles these design demands every day. In today’s Rebellious Optimists episode, Andre explains how he helped find a new audience for adidas Outdoor by fusing together the functionality of mountain gear, with the fashion of streetwear. He talks about how he empowers his creative team to make bold decisions, and how prioritizing sustainability inspired them to create a game-changing products.
Main topics discussed:
03:10 - The challenges and transformation of adidas Outdoor
08:28 - Combining technical products and sustainability in the Outdoor market
10:30 - adidas' sustainable FUTURECRAFT:LOOP mono-material anorak
23:05 - Inspiring creativity in your teams
Quotes:
“We're about being rebellious and optimistic. That's at the core of who we are. Rebellious optimists.”
“When you make fire, when you make a hot outdoor product, people just want to rock it. People don't think ‘this is my jacket for when I go hiking’. They want to wear it every day.”
“We're going to be unapologetic. We're going to be adidas. We’re going to do our thing.”
Host: Twiggy Jalloh
This Week’s Guest: Andre Doxey
Links to resources:
- The story of the Loop Jacket, Made to be Remade, and the adidas journey to creating recyclable clothing.
- How the adidas Superstar… the Shell Toe…became a cultural icon.
- Adi Dassler – adidas founder, and the original Rebellious Optimist.
More Rebellious Optimism:
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