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Sneaker Wars Adidas v Puma Season 1 Episode 2Sneaker Wars Adidas v Puma Season 1 Episode 2
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Short filmTranscript
00:00Uh, did you hear about Kanye?
00:10I heard something happen like with Yeezy's and Kanye West.
00:13He's always got some shit to say about Adidas.
00:15I don't know what the status is.
00:17By all accounts, it seems like Yeezy and Adidas
00:19has been a strong partnership,
00:20but lately you haven't sounded too happy about it.
00:23I feel like these things have been building up
00:25in ways that we didn't realize before
00:27or weren't always made public.
00:29And they've even gone and specifically hired people
00:33from my team to make fake versions.
00:36Yeezy's made a different type of shoe without his permission.
00:39It's like completely, like, just took his motto
00:41and just did their own colorway.
00:43That's horrible.
00:44They're trying to replicate all his style and stuff like that.
00:46Disrespect him, man. Give him this dude.
00:48Like, I feel like it's fine for him to challenge that status quo
00:51and be like, I'm not gonna stand for this anymore.
00:54Especially, I feel like Adidas has been doing it for so long.
00:56Kanye has moved so much product for Adidas.
00:59He's helped.
01:00Bigger than anybody thought it could have been.
01:01Kanye's Kanye.
01:02He's gonna leave them, do something else.
01:04People are still gonna follow him.
01:06You know?
01:07It's him, really.
01:08Not the brand.
01:09He made a fake newspaper article about...
01:11Casper Rorsan.
01:12Adidas CEO Casper Rorsan dying, you know?
01:15Like, things like that where...
01:17Exactly.
01:18I don't know if that's the way to get a sneaker brand to trust you.
01:22So it sounds like you're trying to break up with Adidas too.
01:26Is that the plan?
01:27Absolutely.
01:28I think it's fair to say that Ye is a difficult person
01:31and has gigantic aspirations.
01:33And you have to be really, really good at your job in order to manage those things
01:39and make them fit in a structured, rigid, old-school German sneaker company like Adidas.
01:45We've got some interesting news out of Germany this morning.
01:50Adidas CEO Casper Rorsan is stepping down from his position.
01:55The company have yet to name a successor.
02:00So that's the reason why Casper is not talking to any media, really.
02:05I think it's understandable that there was a lot of pressure, a lot of work.
02:10And it always starts with the CEO.
02:13Obviously, nobody likes to be in a situation where there's a lot of criticism.
02:20I can feel for him, quite honestly, managing the crisis for two and a half years,
02:25pandemic, all the other things.
02:27When there's a crisis and the product isn't probably as good
02:30or the brand isn't as healthy as it used to be,
02:33was he the right CEO?
02:35You know, probably not at the end of the day.
02:37I think Casper was very pragmatic.
02:40But I think what this brand now needs is a huge injection of the heart.
02:46The shoe culture is bigger now than it's probably ever been.
02:51Puma and Adidas, they started this,
02:53and millions and millions and millions of dollars are going around.
02:56The floodgates opened up.
02:58Stripes.
02:59Stripes.
03:01There were three striped shoes all over the floor.
03:03I wanted to be part of that.
03:05Streetwear has become fashion.
03:07Puma was late to the dance.
03:09Adidas was way ahead.
03:10Puma had to step up.
03:12Well, very dubious business they are doing over there.
03:15Big suitcases with money.
03:17No contracts.
03:18I think anybody in my shoes would have done the same.
03:20We want to beat them.
03:21There's no question about it.
03:22I heard something happen like with Yeezys and Kanye West.
03:25Financially a disaster.
03:27I thought my job was to run.
03:28No, your job is to sell shoes.
03:30They have created the world that we know today as the world of sports.
03:34More than a match of the world's greatest athletes,
03:36it is also the battleground for the great sneaker war.
03:39If it wouldn't have happened, somebody would have come up and written a story about it.
03:44It's so unique.
03:58New York Fashion Week is chaotic.
04:00There are four fashion weeks a year, four different locations around the world.
04:06New York Fashion Week, you gotta bring it.
04:09I'm a rock and roller.
04:10It's not on my radar at all.
04:12It's like no other.
04:13You never know when you might get sworn by cameras.
04:16Definitely the place to be.
04:17This is where the fashion is.
04:19It's where all the big designers get together and show off their new lines and what's like new in it.
04:24Thank you, man.
04:30Oh, Disney Channel.
04:33Hi, welcome to the Disney Channel.
04:36Kid Super is a clothing brand that I started when I was quite young.
04:41Obviously now I'm a Puma boy, but they're doing a Puma fashion show.
04:46I don't know much about it.
04:48They've been quite secretive.
04:50They've always been a little bit of rule breakers.
04:53They're putting their money where their mouth is.
04:55It's definitely not that easy.
05:00The stakes are high.
05:01This is Puma's kind of like first fashion show in years and they've got a lot riding on it.
05:06You have to diversify what you're doing and you're offering and you have to reach a new audience
05:10because ultimately you become stagnant if you don't.
05:13It's really a return.
05:15For Puma, we have been very focused on bolstering our sports bona fides over the last few years.
05:21Now is the right moment for us to try and reestablish ourselves in the world of fashion.
05:27It's a good time for us, maybe a surprising time, for us to come back and do a big show like this.
05:33It could be violent, but the music also at this part of the show, it gets, if you remember, it gets very violent.
05:46I had a deep relationship with Puma for many years.
05:49I think about how rooted in sports they are.
05:53Knowing that they dabbled in fashion, when I look through the archives and I'm looking at McQueen pieces,
05:59I'm looking at Fenty pieces, I'm looking at Josander pieces, you know,
06:03made me want even more to kind of ignite that conversation again.
06:08We are six days to show day and no, everyone's being very calm.
06:12But I have a major stomachache.
06:14Yeah.
06:15I'm like nauseous.
06:18We're just seeing the other person rolling.
06:21He's starting to roll.
06:23Okay, we see her and then we go up.
06:25We go up with him.
06:27New York Fashion Week itself, it's a little more welcoming for newness, which don't really play the classic dramas of fashion.
06:38Last time it was 2014 with Rihanna.
06:41So it's putting us back on the map.
06:44This is the outlook for Puma for the future.
06:47No, no.
06:48We can make this one.
06:50But actually it's perfect.
06:52It's okay.
06:53Yeah, much better.
06:54Love it.
06:55You look great.
06:56Yeah, I bet.
06:57When they first told me the brand ambassadors were going to participate in the show, my job was to make sure that they didn't look like ambassadors.
07:15All the preparations are hectic because we're putting on the biggest show in New York City.
07:23And that's a sportswear company like Puma.
07:26Big show like this.
07:28Creative director like June Ambrose.
07:30All ours are on us.
07:32Model coming through.
07:33Model coming through.
07:34Yep.
07:35Nice.
07:36Three.
07:37Nice.
07:38Nice.
07:39I think it's important that we align ourselves with ambassadors that have shared values.
07:45If you give me a red, you gotta change my shoes.
07:48You have red suede in there.
07:49You got a red suede in there.
07:50I need shoes like that.
07:51That's okay.
07:52Yeah, Rikki.
07:53Help Rikki more.
07:54You can't even walk in there.
07:55If you're going to be globally successful, you need to have success in the U.S.
07:59And that's more difficult for a global brand out of Germany than it is for an American market.
08:09The culture in America is very different than it is in Germany.
08:12You look good, man.
08:13You know what I mean?
08:14Show up my swag.
08:15Yes.
08:16First time for everything, right?
08:17Just because we already know what Japan is like.
08:18Can he eat tonight or should he not?
08:19He should have been on a liquid diet, actually, for the last time.
08:21Yeah.
08:22Just because we already know what Japan is like.
08:24Can he eat tonight or should he not?
08:25He should have been on a liquid diet, actually, for the last time.
08:28You have yam and cassava and provisions.
08:29I have some yams.
08:30I think the fashion in sports has changed a lot now.
08:40One time it was just plain t-shirts.
08:43You know what I mean?
08:44Puma stuck across the front.
08:45Stop.
08:46Frame it.
08:47Yes.
08:48Over the years of Puma, they're becoming what they are now as in high-level fashion.
08:57I see Puma's future being, it's bright.
09:00You know, street culture is driving a lot of the conversation now.
09:04And I see us really tapping in and leaning into that in a very authentic way.
09:08What's retro is relevant.
09:10You know, everything that we're doing today is because of what has happened already.
09:14Sound speed, Chris, take one mark.
09:24We're having a fireside chat, aren't we?
09:29Horst Dassler, the son of Adi Dassler, he's the oldest child.
09:33Horst and I, by the way, are about the same age.
09:36We're six months apart.
09:37I was 21.
09:38He was 20.
09:39And we kind of hit it off.
09:42Horst was looking to find a foothold in the USA.
09:46As time went by, I questioned him, would we at some point start making basketball shoes?
09:55But he showed really no interest whatsoever.
09:59But that changed.
10:00He watched a basketball game.
10:04He literally fell in love with the game.
10:08He told me, I'm going to talk to my parents and see if we can start making basketball shoes.
10:15And they told him, no, we are not going to make basketball shoes.
10:21I said, so what are we going to do?
10:24He stopped.
10:26He looked directly into my eyes and said, we are going to make basketball shoes.
10:33But there is one condition.
10:36My parents must not find out about it.
10:43This is the very first prototype of a basketball shoe made by Adi Dass.
10:52It's in leather instead of canvas.
10:56The sole is a herringbone pattern.
11:01And this now is all dried out.
11:04But in its younger days, it was very soft and very grippy.
11:10So, do you know who Chris Mertens is?
11:15Yes.
11:16Chris Mertens, absolutely.
11:17Yes.
11:18I do.
11:19He's the creator of the superstar.
11:20Yeah.
11:21It doesn't look a whole lot like this, does it?
11:28In Horse Mind, we had to come up with a way of making basketball shoes that was different.
11:36Converse dominated.
11:38Converse has an all-star.
11:40We want to be one better.
11:41We'll be the superstar.
11:43Because I believed the shoes were so much better than Converse all-stars, I got the Celtics to wear the shoes.
11:51They were wearing dark forest green superstars and they won the world championship.
12:01The floodgates opened up.
12:04There were three-striped shoes all over the place in the NBA.
12:09That turned out to be a good decision.
12:12Puma decided there's no way we can compete.
12:16All these players are wearing superstars.
12:19What are we going to do?
12:22They paid one guy and advertised the heck out of him.
12:27So it looks like Puma is everywhere.
12:30The Knicks brought Frazier with the quickest hands in the East.
12:33We saw him at all the parties.
12:34He was fly as hell.
12:36He got the name Clyde from the movie Barney and Clyde.
12:39So he had that crook element.
12:41You know, I'm renowned for my sartorial splendor.
12:44I was always creative in my style and what I was wearing, what I was doing on and off the court.
12:49Puma started pioneering this idea of, let's get fashionable when I walk into the arena.
12:53He's the guy that started that.
12:54That name coat you got there.
12:55Tell me about it.
12:56Spreading double breasted coat with the wide collar.
12:58Which is how I got my name, claim the fame from being Clyde.
13:02Basketball for Puma really started in 1973 with our guy Clyde.
13:06I helped design the shoe, so I made it lighter, more flexible.
13:11My first contract was $5,000 and all the shoes I wanted.
13:15My teammates made fun of me.
13:17You know, thought, oh, you think he's cool?
13:19He's got his own shoe.
13:21It was a perfect storm.
13:23Here I am Clyde, an all-star, world champion, and now coming out with my own shoe with Puma.
13:28I think people don't realize the impact that he had because he was the first guy who really said,
13:33I can wear the shoe on court, but I can also style it from an off-court perspective.
13:37Clyde was fly.
13:40When Puma put that Clyde name on and you had to have him,
13:43because you realized I could be cool and fashionable, but I ain't got to be a pimp.
13:48So Clyde was like a representation of that style.
13:51He showed people what the future of the modern athlete was going to look like.
13:56As sportswear has evolved and as sportswear has become, you know, more important to the world of the fashion brands,
14:03you know, Puma has been there to kind of push that forward.
14:10That's one, two, three, four, five, six, each side.
14:13Good seat.
14:14We have amazing press from, like, all the top editor-in-chiefs and fashion directors
14:18from all the major magazines, L.A. Times, Grazia, Vogue, Esquire.
14:24The business of hype, like, that's, like, a huge thing,
14:27because if you haven't got the right person on your front row,
14:29then what's the point of even doing the show?
14:31So we could add more press here that is requested to come,
14:34and then this could be additional...
14:36I think the goal of this for us is to ask and answer any questions for the night of the show
14:43so we have as few questions on the night of the show as possible.
14:47Of course, the thoughts, like, is nobody going to show up?
14:52Is, like, all the buyers going to just, like, be bored about what we show?
14:56Or are the reviews really bad or something?
15:00That's all can happen, but I'm very confident.
15:04It's also super exciting to have Holly Blakey on board for choreography.
15:09Guys, um, can you just ensure that when you're at your number twos here,
15:13the formation is really crisp and clear?
15:16Are you turning around for a reason?
15:18Even if it's just, like, if you would just push me this way,
15:21like here, whoom, whoom, whoom, whoom, whoom, whoom, whoom.
15:23Coming from the floor or something, just a little bit cleaner and more simple.
15:27It's too long, so we're going to run into the model.
15:31So?
15:32Don't forget, no one's ever seen it before and it's only 45 seconds long.
15:36We've been watching it over and over again.
15:38Do you love it?
15:39Love it.
15:40You love the other one better, though.
15:43No, I don't.
15:44I just, I'm feeling unsure about that moment before we stop.
15:47Seven, eight, bum, bum, ba, and ba, ba.
15:51One, two, three, four, five, six, and seven, and eight,
15:55and one, and two, and bum, bum, ba.
15:58Yeah.
15:59That looks really good.
16:01Right now, we're heading to the Puma show.
16:13I was definitely nervous because it's different.
16:15You know, it's like playing in front of 20,000 people.
16:18It does not compare to this teeny walkway.
16:21But I'll be good, ready to go.
16:28Ooh.
16:29Oh, man.
16:30Look.
16:31She got us in trouble.
16:32Where are we going?
16:33I'm serious.
16:34Which way?
16:35This way?
16:36This way?
16:37This way.
16:38Hey, you're a shit show right now.
16:39Okay, heads up the Puma chain.
16:40Throw a small ambassador in place and run it from the top.
16:43Oh, this black.
16:44He's gonna go all the time.
16:45Honestly, to jam 75 looks into a small space like this
16:50is the biggest obstacle.
16:53It's the anxiety of everything.
16:55This moving part.
16:56So many moving parts.
16:57William Bolt, I'm waiting for them here.
16:59Yeah, good time.
17:00Yeah, good time.
17:06Let's try again.
17:07The biggest dragon.
17:08I played with the size and scale in this show.
17:11And with the set design, you know, some things may become obstacles.
17:15Stop.
17:16And then you're gonna turn, and then you're gonna walk off.
17:20Yes.
17:21Zero.
17:22I'm gonna get hurt to make a career.
17:24Walk with her.
17:25Walk with her.
17:26This way.
17:27Now, I think, you know, we have the opportunity to kind of show the world what we can do again.
17:31This way.
17:32This way.
17:33It's not in your stomach.
17:34Fear.
17:35Nervousness.
17:36Just saying to myself, don't trip, don't trip, don't trip.
17:40I think it's a bold one.
17:41Bigger than what they've done so far.
17:43I think we haven't been here, I think, since 2017 with Rihanna.
17:47Rihanna, this is an event.
17:49We should have to be here.
17:51The time is now to have some courage.
17:54It's the bold.
17:55They're expecting this, but on the other side of the building.
17:58Yeah.
17:59Everybody gave me the 411.
18:00I was on the other side.
18:02I cut out for this.
18:03You're like, oh, my God, I just want to go home.
18:05What time is it?
18:06It's 9.05?
18:07Bioran wants to start right now.
18:10Out now.
18:11We are starting this show.
18:12We are going to delete everyone right now, guys.
18:14All right.
18:15You can come this way.
18:16Third time.
18:17Everybody out of dressing.
18:18No.
18:19We're going to stop the show.
18:20Nope.
18:21Nope.
18:22Nope.
18:23We're going to stop the show.
18:46Puma is such a household name, but isn't always seen in that high fashion light.
18:54And I think this is, like, a really amazing step.
18:56I mean, if you think about what Puma is and what it stands for, it's a lifestyle brand.
19:01And it's all about culture.
19:02It was amazing.
19:03It was incredible.
19:04Beautiful show.
19:05It was amazing.
19:06It was incredible.
19:07Beautiful show.
19:08This classic core swag.
19:09Sweet.
19:10Incredible.
19:11I mean, June, she was the, you know, the battery pack for the whole show.
19:13But June Ambrose is a genius.
19:14I just thought June did a fantastic job.
19:15Cause you know I'm exhausted.
19:16Eh, ha, ha, ha, ha, ha, ha, ha, ha.
19:17I mean, I'm exhausted.
19:18I'm just, I'm tired of my hair.
19:33Okay.
19:35I'm tired of my hair, I'm tired of my hair.
19:38Oh, it's so, I'm tired of doing that.
19:41I'm tired of doing that.
19:43It was a grand, grand return.
19:48If we continue to be authentic, not just the sport, but the style, I think we'll be okay.
19:53I mean, I'm happy.
19:55Looks like people are happy, so it's a success.
19:58To be honest with you, I haven't planned that far in the future, so what should I say?
20:03It's not a job, it's like a life, right?
20:05So wherever I am, it's for Puma.
20:08I think that our job is to try and push our other competitors to do something cool,
20:13and if they're, you know, looking at what we're doing and saying,
20:16hey, you know, okay, let's giddy up, then that's good.
20:27In the streets of New York in the 1970s, you had b-boy crews battling each other,
20:31rapping, graffiti, beatboxing.
20:34These were all elements of what became hip-hop culture.
20:37Style is nothing without the moves, and moves is nothing out of the style.
20:41So everyone who was b-boying and everyone who was graphing
20:44are gonna be wearing Puma or Adidas.
20:47Growing up, it was Pumas, it was Adidas.
20:50Now, Pumas was cool, but Pumas had a problem, especially the suede ones.
20:55If somebody stepped on your Puma with mud, grease or oil, you ruined.
21:01The Adidas, the superstar was perfect for us because it was durable.
21:07That was synonymous with what was going on in the streets of New York City.
21:12It was hell. You know what I'm saying? You had to be a survivor.
21:15So these superstar sneakers represented the durability against all the adversity and oppression and aggression
21:24that really existed in your everyday life.
21:27Those sneakers also represented what was in your heart, mind, body, and soul.
21:31You gotta be strong out here in these streets, but you can look good while doing it.
21:37Tell me about not wearing laces in your shoes.
21:40There's a term we use called fresh. You like to have your fresh sneakers on.
21:43We just leave our old ones in the store.
21:45Fresh out the box.
21:46New ones on and walk right out the store.
21:48We're Run-DMC and Jam Master J.
21:52Put rap music on the map.
21:54Put your hands together for Run-DMC.
21:57Run-DMC.
21:58Run-DMC.
21:59Run-DMC.
22:00The undisputed kings of rap music.
22:02Run-DMC's string of gold and platinum records has made it the most successful rap group of all.
22:08And these guys are the reason why rap has become as popular with white audiences as well as black ones.
22:14Remember when you're walking around Europe, do you dress this way?
22:16No.
22:17Nah.
22:18We wear jeans.
22:19We wear jeans.
22:20I think Run-DMC made us understand that we had a place in the world that we thought we didn't have a place in.
22:30I've been wearing these sneakers since I was 15.
22:33Not these.
22:34I have a different pair, but this type of sneaker here.
22:37It was so new, so fresh.
22:38And the way, again, it just gave us as kids this new, new platform to kind of look at, you know, again, dressing and styling.
22:45And it's something that felt really authentic to us and who we are.
22:48You know, when you see people like Run-DMC wearing the brand, that's what made it cool.
22:54And I wanted to be part of that.
22:56Run-DMC changed the whole way you think about sportswear and fashion.
23:02I wasn't looking for a deal.
23:11I just wanted to make a dope record about the sneakers that we love.
23:14You know what I'm saying?
23:15So we did that.
23:16I made my Adidas.
23:21My Adidas standing on 2-5th.
23:23My Adidas.
23:24You know what a bullet means?
23:25That it's going to the top.
23:27Adidas could never even buy this much promotion we give them.
23:30At the time, Adidas wasn't doing so well.
23:33You know, they're just trying to figure out how do we transition into the next phase of this company here.
23:39All of a sudden, they start hearing about this thing called hip-hop.
23:43What is that?
23:45About this group called Run-DMC.
23:47And they made a record about their sneakers.
23:49What? What the hell?
23:50So they sent a young man named Angelo Anastasio to investigate.
23:56I always made my job while working for Adidas to see what's next.
24:02What's the next hot thing that we can promote the brand.
24:06So I flew to New York.
24:07I went to the concert.
24:12Sold out Madison Square Garden.
24:1440,000 people.
24:15We run into our set.
24:16We get to song number seven.
24:18Run says, D, take it off.
24:20I hold up my sneakers.
24:22I was like a superhero.
24:23I was like the mighty Thor holding my hammer up and lightning striking it.
24:27And then he asked me, what is that?
24:29And I go, my ideas.
24:41Not one kid did not take his shoe off and wave him in the air.
24:46It was something so organic that never my wildest dream.
24:50And I got very emotional about it because I feel like crying, you know.
24:53Never my wildest dream.
24:55I thought that three guys could sing about one shoe.
24:59White, black, stripes, Adidas superstars.
25:02And that would happen.
25:04The very next day, I got on a plane and I went to Germany.
25:07Horst Salsa was in charge of the company.
25:09He set up a meeting with his top marketing people, PR people.
25:13Horst Salsa believed for him to make it globally, he had to be successful in America.
25:18If a trend starts in America, it will start worldwide.
25:23And Horst was determined to do it.
25:25So a couple of weeks later, they gave us a million dollars in unlimited tour support.
25:32That's very rock and roll.
25:38We was the first non-athletic entity to receive a major apparel endorsement from a sports apparel company.
25:46We got the suits, we got the hats, and as a matter of fact, we even got the socks, you know what I'm saying?
25:52Run DMC showed us how to really be partners, you know, with a brand in that moment.
25:59That killed it.
26:00That was the signal for the future.
26:03That was the big marketing road that led to where we are today.
26:07Run DMC, that collaboration is really what set Adidas apart.
26:12You think about the first non-athlete that was ever signed to a brand like this, and it was Adidas.
26:17Adidas was the first one that did it.
26:18And that opened up the floodgates for everyone from Kanye West to Bad Bunny.
26:27It's crazy to think that at one point in history, there was only Adidas and Puma who had to worry about each other.
26:33They were the only competing rivals.
26:35Rivalry, having a competitive attitude, instinct, just leads to innovation.
26:41It's a competitive business.
26:44I'm grateful for the challenge when a competitor brings out something highly innovative,
26:49because it drives that competitive spirit within the company to strike back and build something better.
26:56My favorite sportswear brand.
26:58Top sports brand.
27:00Is it possible to like both?
27:03Hiwi, do you want me to pick one or the other? Is that really what you want me to do?
27:07Adidas or Puma, which ones you like?
27:10Mmm, Nike.
27:14Nike.
27:15Oh, I see what this is about.
27:17I do like Nike a lot.
27:19My favorite shoes are Nike.
27:21Nike? Yeah, Nike.
27:22Yeah, Nike.
27:23You just gotta do it.
27:24That's it.
27:29Phil Knight and Bill Bowerman noticed a growing interest in road running and approached Adidasler with an idea.
27:35So they wanted to make some running shoes for the masses as running was becoming so popular.
27:40And Phil Knight asked Adidasler to make white shoes in 300,000 in 300,000.
27:46No, I can't.
27:48The Germans, no, no, no.
27:50You run on the grass, you run on the forest, not on the road.
27:54No, no, too dangerous.
27:55For what do you need so many white shoes, but for the street?
27:59That's it.
28:00So Phil Knight and Bill Bowerman decided to do it themselves and started up a company called Blue Ribbon Sports, which later became Nike.
28:12Nike were the disruptor in the 70s, 80s, and they really did well off the jogging boom, off the sort of physical fitness exercise boom in the States.
28:22When Nike burst on the scene, they were the disruptor brand.
28:34They were the ones who were doing things differently.
28:36What fiend would steal Air Jordan?
28:38Their approach actually was in that space of being rebellious.
28:47Throughout their history, Nike told stories better than any other brand in sport.
28:51I am not a role model.
28:54I think what Nike also did really well was, like, capture the American spirit, which is this, like, anything is possible.
29:01We can do anything. We're American.
29:05Yeah, let's do it!
29:10The rise of Nike was also due to the fact that Puma and Adidas, you know, were so focused on each other.
29:17On the one hand, this genius in making great sports products.
29:22On the other hand, we were, to a certain extent, ignorant to what's coming out, especially from America at that time.
29:28Adidas and Puma pretty much had the marketplace on lockdown. They got too comfortable in their success.
29:37You know, I think Adidas believed they had such dominant market share that that would continue on forever.
29:40And as Nike came in with Michael Jordan and changed sort of the approach to the company's approach to the company's market share that that would continue on forever.
29:47You know, I think Adidas believed they had such dominant market share that that would continue on forever.
29:54And as Nike came in with Michael Jordan and changed sort of the approach to building product and the approach to marketing and storytelling, set them on a 40-year path that they're still riding the wave of.
30:01In 2013, Adidas held only 8% in the sports shoe market in the U.S. and Nike dominated with 50% at the time.
30:08They're searching for ways to re-enter what is the big sports marketing conversation that they're still riding the wave of.
30:13Adidas held only 8% in the sports shoe market in the U.S. and Nike dominated with 50% at the time.
30:20They're searching for ways to re-enter what is the big sports marketing conversation in the world.
30:31Kanye West frankly shocked the world by announcing his departure from Nike to partner with Adidas.
30:41I left Nike because Nike wouldn't give me a percentage for my shoes.
30:45Is the hope that there's some sort of halo effect, that other Adidas shoes become cool because of these Kanye shoes?
30:50That's exactly it. It's marketing.
30:52Kanye West is one of the most popular musicians of all time.
30:55He is a phenom. He's got the mind as touch.
30:59Kanye is a controversial figure, but I knew that when they signed him.
31:08It may have been part of the reason why they signed him.
31:11If someone's going to go out and do these viral moments that people are going to be talking about in the millions,
31:17they're obviously going to do something in terms of bringing eyes to your brand.
31:23The Yeezy Boost 350, which was one of the first to release, was something that appealed to everyone commercially.
31:29This is when Yeezy Mania started. Like, everyone wanted a pair of these.
31:32Can you guys do bedside?
31:36People lining up, camping out for the shoes.
31:39I've been here for two weeks. We had sex.
31:42It just turned into pandemonium.
31:44We were getting robbed for kicks and stuff. Like, we were waiting outside shops, like, trying to rob people.
31:48Stop the bushing.
31:50Every release was completely sold out.
31:54Not only did they sell out the first round, they sold out the second round, the third round.
32:00The shoe was selling out for three years straight.
32:03At the time, it felt like more valuable than, like, a Rolex or something.
32:06You know, you grieve with them, disagree with them, or whatever the case may be.
32:10But when you talk about sneaker culture...
32:12That's the hype Kanye really did create and bring to Adidas.
32:15Yes, Yeezy. Yeezy's my guy.
32:17I'm a big fan of Kanye.
32:18And everyone knows that, you know, I'm the leader, I'm the king, right?
32:21So, a king can't live in someone else's castle.
32:24A king has to make his own castle.
32:36Breaking news over Kanye West's repeated anti-Semitism.
32:41West tweeted he would go DEFCON 3 on Jewish people.
32:45Tonight, a growing number of companies are cutting ties with Kanye West.
32:50Fashion House, Balenciaga, Vogue, The Gap have parted ways.
32:56Adidas has been under fire for its association with West.
33:00We have dropped Adidas athletes for using steroids and being difficult to work with,
33:04but we're unwilling to denounce hate speech.
33:07Tonight, there's a harsh new spotlight on brands and the real cost of staying silent.
33:15Anti-Semitic comments are not cool, like, anywhere, but especially Adidas being a German company.
33:22With ties to the Nazi parties historically, you know, way, way, way in the past.
33:28Who was the Nazi? Do you know? Were they both Nazis?
33:45Yes, they had to be members of the Nazi party. Well, had to be.
33:48Rudy Heger conscripted.
33:50At the age of over 40 had to join the war.
33:51He wasn't really fighting. He was too old for that.
33:52But as far as I know, he was in the customs unit somewhere in Poland.
33:53At the age of over 40 had to join the war.
33:56He wasn't really fighting. He was too old for that.
33:58But as far as I know, he was in the customs unit somewhere in Poland.
34:01Adidas started working as a radio operator, but they needed him because of his technical ability. So they brought him back to the factory.
34:07They produced the shoes for the soldiers. But then they were just told shutdown and that they had to be able to win the war.
34:12But when they got fitted, I had to go back to the Nazi party.
34:13And when they got frozen, he was at the Nazi party he was at the moment.
34:16He was at the Nazis at the Nazis in Poland.
34:17He was in the Nazi party.
34:18Everybody got dropped off the Nazis.
34:20I want to get started.
34:22At the age of over 40 had to join the war.
34:23He wasn't really fighting. He was too old for that.
34:24But as far as I know, he wasn't a customs unit somewhere in Poland.
34:25Had used to start working as a radio operator.
34:27But they needed him because of his technical ability.
34:28So they brought him back to the factory.
34:30They produced shoes for the soldiers but then they were just told shut down and converted into an arms factory.
34:40Rudy turned on his brother and he said, look, you have the influence, get me out of the war, get me to join you.
34:46But he couldn't.
34:48He felt disadvantaged and constantly assumed that Ali was behind it being drafted.
34:53So, hmm, some not so nice business going on here.
35:08This is like a really ugly moment in their history.
35:11With Kanye's comments, this is just being brought back into the spotlight in a way that none of them want to be associated with.
35:18Just optically for a German company to like try and brush off anti-Semitism just looks so insane.
35:30Yeah.
35:31So anytime there's a brand crisis, my team is engaged.
35:35We're always watching the consumer response and sentiment.
35:38We think about our values and our strategies and what it is we want to achieve and we march towards that.
35:44I won't speak to the Kanye situation specifically.
35:46Adidas should dump Kanye West because this stuff he's saying is foul, unacceptable, anti-Semitic.
35:53With anybody else, Adidas would have rushed to drop them.
35:56But because Kanye West business is so significant for them, that's why they're not just being like, okay, this is over.
36:02As Adidas, we have clear values.
36:10We can't allow any of our partners to make anti-Semitic or hate comments.
36:16This clearly crossed the line.
36:18Sportswear giant Adidas announced this morning it is terminating its partnership with Ye immediately.
36:24In a press release, the company said, quote, Adidas does not tolerate anti-Semitism.
36:29We will have the New York Times, we will have the Worsley Journal, Reuters, right?
36:32I mean, also there are a little bit of a use of suspects.
36:36I'm pretty clear on China, I'm pretty clear on Russia, what they can say and will say.
36:39I think the key topic is really easy.
36:41Employees are generally interested in how are we proceeding, what's going to happen.
36:48Some comments were, it took us too long to make the decision.
36:52But at least the decision is made and the decision is like super clear, right?
36:55It sounds easy for people that do not run a business.
36:59It was easy probably for some other brands because they didn't run a business with it.
37:02So internally, there are some complexities, right?
37:05A lot of employees, a lot of suppliers.
37:07It's not just that, you know, a couple of board members decide everything on such a business.
37:15It's the right decision, no question.
37:16But we got to do it diligently.
37:21Yeezy brand once brought Adidas nearly two billion dollars in annual sales.
37:26Critics say Adidas was putting profit ahead of ethics.
37:29In tumbling stocks, the German sneaker giant severed ties with the artists.
37:34Yes, there were some claims about toxic work environment in the past, even before this Yeezy stuff.
37:38Caspar Rolstad leaves at a cost of 16 million euros to Adidas.
37:43The question is, who will be his successor?
37:46I mean, I can't really say more than we put into the press release, right?
37:55It's the CEO transition.
37:56There will be speculation who could be a possible successor.
37:59You don't expect me really to speculate on names.
38:02But I mean, you will also understand as a company, we will announce when the announcement is due, right?
38:08Some breaking news coming out of Germany this morning.
38:24A remarkable transfer is causing uproar in the sports apparel industry.
38:27Yes, Adidas has announced a new CEO and it is a very surprising choice.
38:32Almost a year already they were looking for a new CEO.
38:34With Wall Street signaling the need for a turnaround.
38:37In the past there were a few things not going that well.
38:40Kanye, the stock prices, and now something needed to change.
38:45Adidas have announced a new CEO.
38:48The CEO of Björn Golden.
38:50Björn Golden.
38:51Björn Golden.
38:52Björn Golden.
38:53Björn Golden.
38:54Björn Golden is moving to Adidas.
38:59Smart.
39:02A great business strategy is if you ever see someone coming up on your tail,
39:07you don't want that person to keep racing next to you.
39:11You want to bring them onto your team.
39:13Given the two companies' historic rivalry, it is a very notable move indeed.
39:20I think they're going to be devastated at Puma today.
39:23It's a surprise.
39:27I mean, I didn't expect that either.
39:30And obviously I knew that there was a vacancy.
39:34And I absolutely had not made that connection.
39:37So I had not expected him to move across the road.
39:46And for me it was a shock.
39:49He didn't say anything.
39:51He wrote me only, sorry Helmut.
39:53He wrote me two things.
39:55Two letters, sorry Helmut.
39:59Two words.
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