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Sneaker Wars Adidas v Puma Season 1 Episode 1
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00:01We need a big one, Mark.
00:04What's this for?
00:07Oh, yeah, I'll get interviewed for Disney Plus right now.
00:12Come on.
00:14We're just doing some, like, Puma and Adidas documentary.
00:20We probably shouldn't put that in the film.
00:22We're finding out that they all had a dark history.
00:26I don't know the story about Adidas and Puma.
00:27I know enough, I think.
00:32I don't really know a lot about shoes.
00:34I just know it's kind of, like, based in Europe.
00:36It started in Germany.
00:38It started with the same family.
00:40I always had heard that they were brothers,
00:42but I actually thought it was a myth.
00:44The Dachler family were makers of both brands.
00:48Really?
00:49I was like, nah, that just sounds too much like it could be a movie.
00:52Do the brothers get on?
00:53Are they competitive?
00:54They're competing.
00:55They have a falling out.
00:56They split up with one of them and the other of you.
00:58And then they became two separate entities.
01:00Right?
01:01That's a similar rivalry right there.
01:03Is it that deep, though?
01:05You mad at me over some shoes?
01:07That's the story right there.
01:09That's it.
01:10Adidas and Puma.
01:11How could two brothers from a very small town in Germany create two of the biggest brands in the world?
01:18The shoe culture is bigger now than it's probably ever been.
01:23Puma and Adidas, they started this and millions and millions and millions of dollars are going around.
01:29The floodgates opened up.
01:31Stripes.
01:32Stripes.
01:33There were three striped shoes all over the place.
01:36I wanted to be part of that.
01:38Streetwear has become fashion.
01:40Puma was late to the dance.
01:42Adidas was way ahead.
01:43Puma and Hedda.
01:44Step up.
01:45Very dubious business they are doing over there.
01:47Big suitcases with money.
01:49No contracts.
01:50I think anybody in my shoes would have done the same.
01:53We want to beat them.
01:54There's no question about it.
01:55I heard something happen like the Beezys and Kanye West.
01:58Financially a disaster.
01:59I thought my job was to run.
02:01No, your job is to sell shoes.
02:02They have created the world that we know today as the world of sports.
02:06More than a match of the world's greatest athletes, it is also the battleground for the great sneaker war.
02:12If it wouldn't have happened, somebody would have come up and written a story about it.
02:16It's so unique.
02:24Herzegnagovnia, or whatever it's called.
02:30Herzogenaurach.
02:34Herzegnagovnia is a special place.
02:36It's humble.
02:38In German terms, it's a very small town.
02:42There's only 20-odd thousand people there.
02:45It's my home.
02:49It's a small but sweet city.
02:52It's actually everything you need.
02:54It has a lot of charm of the little town. It's just so cute.
02:59But it has a big vision and has a big impact on the world through sport.
03:03It's a small town with a big history.
03:05I mean, it's the birthplace of Adidas and Puma.
03:07The moment you drive between Adidas and Puma, two of the biggest sporting brands in the world, you know, you feel that there's something special.
03:21You turn right to Adidas or left to Puma.
03:25There's a saying that Herzogenaurach is the city of the downcast eyes.
03:31With a view on the ground, everybody, the first thing you would do is what kind of shoes is wearing.
03:37You might not have a friendship with somebody who was working for the other brand.
03:40They were my friends, but then they moved to Adidas and now they are not my friends anymore.
03:45I know a guy who has a tattoo and chose the Puma.
03:48When there's Puma eingebrannt, it's here for my Puma, for my Puma life.
04:12Everybody around the world knows Adidas.
04:14We are a 22 billion Euro company.
04:20So we are actually the second largest sporting goods company in the world.
04:27Adidas has 60,000 employees around the world.
04:326,000 of them here in Herzogenaurach in our headquarters.
04:37I mean, I think this is really the greatest campus in the world.
04:40I mean, just look at the buildings that we are having here.
04:42If you have a passion for sport, as I have, I mean, this is really the best place to work.
04:49You know, the beautiful thing about Puma is that there's so many things happening.
04:54We have 1,400 people and 85 nationalities working here.
04:59As a smaller company, it also helps us to be more familiar, more personal.
05:05It's a quite peculiar working place because you're in this little town here in Herzogenaurach.
05:14And Adidas is basically right behind me across the street.
05:18So there's a close proximity.
05:21But there's quite a gap between us, obviously, if you look at the sales numbers.
05:25I'd definitely say Puma's been the underdog, for sure. I think, like, Adidas has just done so much.
05:32However, Adidas have lost a bit of their mojo.
05:36Outside of Yeezy, some of their other lines are kind of, like, lacking and not making the waves or moves that they expect.
05:42Adidas today setting out a number of ambitious goals after coming off of its worst year, during which sales tumbled.
05:50Thank you so much for joining us.
05:52So what happened? Even your rival, Puma, managed to outgrow Adidas.
05:56If you look, we actually did grow quicker than our competitors in the U.S. for the fourth year in a row.
06:01Really, what we've seen there is that Yeezy and Kanye West continue to do well, but the rest of the line just hasn't captured the imagination.
06:08Mr. Golden, thank you for joining us today. Obviously, you've had a strong second quarter.
06:13We actually have growth everywhere in America and in all the major markets.
06:17What is the strategic plan to take on Adidas?
06:20We don't take on any competitors. We try to please the consumer, and if we do that, then the competition doesn't really matter.
06:28Before Björn Golden joined as CEO in 2013, Puma was not in the best shape when he took over.
06:34From the very first start, he was very clear that we need to sign athletes, sign football clubs, sign national teams,
06:41to gain more visibility in global sports.
06:44This path was the right one for the company, and, you know, the success proves him right.
07:04Since my father was a professional athlete, I kind of, sports was everything for me.
07:09So I played in the youth national teams in Norway, then turned professional very early, got injured, and had to stop playing.
07:16But I always said I'd rather be a professional soccer player than being a CEO.
07:21There cannot be a better thing than making money doing what you think is the most fun, so.
07:28I think when I started in 2013, you know, Puma was not really needed anywhere.
07:43It was kind of dead, but then in the root of it, you know, it had all the ingredients again.
07:49It was a great history, credibility, but, you know, it had fallen asleep.
07:56I think coming out of a difficult 21, you know, COVID, closing down certain markets and delivery issues out of Vietnam,
08:04we're now going into a year with the high order book, high demand.
08:09So I would actually say that compared to many other companies, COVID helped actually Puma become a better player in the industry,
08:17and we're getting out of COVID stronger than ever.
08:21You know, Adidas has always gone in curves, and it looks to me like they lost a little bit of the momentum during COVID,
08:27and a company like ours picked it up, you know.
08:31I really look back, the last two and a half years have been pretty intense, starting with the pandemic.
08:38We had a lot of change in the company, I wouldn't say we lost our direction,
08:42but we probably haven't reacted in the right way in some areas.
08:46The balance of creativity and financial success is not an easy one.
08:51A lot of people, let's say, we are Adidas, we are 22 billion, you know, Euro company, everything is fine.
08:56But if you then tell them that there's no profit anymore,
08:59people can't comprehend to this, but that's reality.
09:05When it comes to the most profitable products, it's definitely in the lifestyle areas,
09:09where you have a lot of volume.
09:11The evergreens that we have, the superstar and Stan Smith,
09:16these are the most profitable products.
09:19The Yeezy partnership, you know, with Yee started back in 2013.
09:22It's north of a billion in revenue, very profitable as well.
09:31Maybe one of the greatest collaborations in sporting goods that has been built.
09:35It definitely helped us, to some degree, to get to a different level in North America.
09:40We want to take back market shares, and we believe we have everything that it takes.
09:51When you look back at the history of, you know, these companies, it's an amazing story.
09:55You don't build brands like these two giants, without having that real kind of rivalry behind it.
10:05You know, people say so many different stories about the brothers, and was there bad blood between the two of them?
10:11Did they want to both build two of the biggest sporting brands in the world? Absolutely.
10:18But that's what is special. It's what's special about a rivalry.
10:22So this story all begins with these two brothers.
10:26Rudi Dassler was born in 1898, but then two years later, in 1900, Adi Dassler was born.
10:33Herzogenau back then was known as a shoemaker town.
10:37The unique part was, they in Germany were the first to say, let's only focus on performance shoes.
10:44They founded their business and called it
10:47Gebrüder Dassler Sport Shoe Fabrik, which means Robert Dassler's Sport Shoe Factory.
10:53Of course, they were both shoemakers, but I think from the character-wise, they were completely different.
10:59So Adi was more a bit calmer guy, very into sports.
11:06His first love was track and field. He was a runner himself.
11:10He wanted to inspire and actually innovate around products on a daily basis.
11:18Yeah, my name is Michael Dassler. I'm the grandson of Rudolf Dassler, one of the last members of the family still living here and proud to be at Dassler.
11:27My grandfather, he always was the salesman and the businessman, since we really got along very well in the beginning.
11:37We won the technician, we won the businessman, the salesman. Perfect couple, really.
11:42I think, for that time, they were quite innovative, because they were the first to have the idea to put their shoes on famous athletes.
11:50The Olympic Games have begun. 51 nations are represented here today.
11:59So if you just paint a picture, this is 1936 Olympics. It was a very turbulent time. This is all happening right before the Second World War.
12:07Jesse Owens was the fastest human of his day. The star of the Games was Nordo Jesse Owens.
12:15But on the way to Germany, it is said that he lost two of his shoes. The Brother Dasslers were on site at the Olympic Games.
12:22So, Addy, being the dude that he was, stepped up and gave Jesse Owens his shoes on the side of the tracks.
12:30Who is America?
12:33Who is it ahead?
12:35He did go on to win four gold medals.
12:38Hitler did go on to be embarrassed and not want to come out and shake hands.
12:42Jesse Owens, a black man who's completely demystifying Hitler's notion of Aryan supremacy.
12:49He was the world's hero. That beacon of light.
12:54So this is a big moment in time.
12:56And it was actually a big moment for the brothers at the time as well, because, you know, he was wearing their shoes.
13:04Of course, it affected the business that a top athlete was winning gold medals and brought the Dasslers shoes.
13:11And that gave them unbelievable recognition. And business boomed.
13:15I think it was, of course, a turning point for the Brother Dasslers in 1936 because it was one of the biggest Olympic Games already in history.
13:29So this is very, very special always when we open it because it's the oldest shoe we have in the archive.
13:36It's in perfect shape. It's almost 100 years old.
13:39Both of the brothers had really, like, a passion for doing the best for the athlete.
13:45It was a good teamwork of both of them together.
13:47There was a little bit of jealousy starting to emerge because Adi Dassler was the most techy guy of the two, whereas Rudy was more concentrated on sales and marketing.
14:06Because of that, Adi was getting the props in the press and Rudy wasn't.
14:11You know, you can see that basically it's going to start fragmenting from there.
14:15There was a disagreement of how and in which way to continue to run the company.
14:22What the reason was, some say kind of problems with a woman.
14:27There's a wife in the background for some reason.
14:32And for that I said, sure, we were talking about that rumor.
14:35Sure.
14:37See, you didn't say that. You didn't tell me it went deeper than shoes. See, it makes a big difference.
14:43What did he know?
14:45I will not repeat that on camera.
14:47Yes, there are these rumors that the wives had some influence and impact in them not getting along.
14:53There's any truth behind it. I don't know.
14:57That ultimately led to them going their separate ways.
15:02If it wouldn't have happened, somebody would have come up and written a story about it.
15:06It's so unique.
15:08They have created the world that we know today as the world of sports.
15:13Plain, simple.
15:15So Rudy formulated his company called Ruda, but then transformed the name into Puma, suggesting speed, suggesting speed.
15:23It's a movement.
15:26The logo of the actual...
15:28Isn't that like a jaguar? Is it a jaguar?
15:31Yeah. It's a Puma.
15:33Adolf abbreviates his first name, Adi, and joins it to the abbreviation of his surname, Dastler, and formed his own company called Adidas.
15:42So I just think about stripes.
15:44Stripes.
15:45Leaping Puma versus three stripes.
15:47Eh.
15:49The city of Herzogenaurach, two parts make the name. The second part is Aurach. This is the name of our river.
15:57Crossing the city, we had Adidas on the south side and Puma on the north side of the river.
16:03At the time when they split up, they split the town up.
16:07They took that rivalry and that argument into that little town of Herzogenaurach.
16:12You either worked for Puma or you worked for Adidas. You never would change.
16:15We would not mingle, we would not hang out. Never.
16:20The name Adidas wasn't spoken in our family.
16:23Both families found ways to kind of avoid each other.
16:26There was then gasthouses, there were only Puma employees.
16:30We had the butcher, bakeries.
16:33Everything was split into two.
16:35You wouldn't intermingle.
16:37It was always, what are they doing? Where can we be better?
16:40We'd be better.
16:41Those two were with the sporting goods industry.
16:43There wasn't anybody else.
16:46It's pretty crazy.
16:48The Germans love splitting it up.
16:50We're in Eugene, Oregon for the 2022 World Athletics Championships.
16:53We're in Eugene, Oregon for the 2022 World Athletics Championships.
16:54Time once again for the best athletes on the planet to respond to the world.
16:59We're in Eugene, Oregon for the 2022 World Athletics Championships.
17:03We're in Eugene, Oregon for the 2022 World Athletics Championships.
17:19Time once again for the best athletes on the planet to resume their battle for glory.
17:26We're in Eugene, track town, USA, baby.
17:28I'm here just celebrating athletics and watch people run fast.
17:35All of the big brands want to be involved in track and field.
17:38There's a lot of competition.
17:40I think because track and field is really what defines a performance company.
17:44How are you?
17:45Nice to see you again.
17:46Welcome.
17:47You know what his nickname is?
17:48The Smiley Jumper.
17:49He always smiles.
17:50That's a good thing to market.
17:51We have spent a lot of money in innovation and product.
17:52Now we feel ready that we have the right product.
17:53And when you have the right product, you can start to sign more athletes.
17:54So we have a clear strategy in many sports to be more visible.
18:09You're welcome.
18:10Thanks.
18:11You've done a great job.
18:13Success on the track for Puma is bringing visibility of the brand, credibility, and then
18:19bottom line, building business.
18:22But you need to put things in the right order.
18:24If we want to look at it very simply, we are here to create the products for those guys
18:29to create the moments.
18:30And if we do that right, the sales will come later.
18:38No doubt.
18:39Good morning, everybody.
18:42Great day again yesterday.
18:43Great in the hospitality.
18:45Thanks very much for everything.
18:46My name is Spencer Nell.
18:47I'm the senior director, global sports marketing, running for Adidas.
18:51Track and field is part of Adidas heritage.
18:54Adidas, when he started out, he was going around meeting with athletes, trying to understand
18:59what product they need.
19:00They just stay and you take a small bag for it.
19:03Yeah?
19:04When you can send me an email, we take a look at athletes in October.
19:07Yes.
19:08Once we know what our budgets are.
19:09The battle in track and field is really one where all the brands are trying to bring
19:13the best technology.
19:14What's up?
19:15Athletes are trying to find an edge and their little advantage.
19:19And that also goes all the way to the product.
19:21There's incredible competition to up the game, up the level in terms of the footwear.
19:25The shoe is a key aspect today of making a difference between a number one, a number
19:30two or a number three.
19:31It wasn't that long ago that the marathon world record was 2.07.
19:35It's now 2.01.
19:36That means that guy's over a mile up the road in a marathon.
19:40That's a long way.
19:42The new technology with the foam and the carbon plate has really revolutionized the spike.
19:48So internal, we have carbon, full length.
19:50Very quick, but uncomfortable.
19:52In other words.
19:53This is the one that is illegal, triple carbon plate.
19:56This is legal, this is illegal.
19:57It used to be a little flat.
19:58Yeah.
19:59It's got an elevated arch in it already.
20:01Brands are pushing each other.
20:03I think there is somewhat of being proud and to create a product that is better than anything
20:08else, right?
20:09And yeah, I mean, we want to beat them.
20:10There's no question about it.
20:11So I think our products today do.
20:13So we're at a moment where we can, you know, look across the street and smile for sure.
20:18But I'm sure, I'm sure they'll come back with something and it goes on.
20:22Yeah, it's different.
20:23You know, when you are almost a newcomer or a comeback kid like we are, you know, you're
20:28making quick progress because you're coming from not so good.
20:31I'm ready to take on anybody, to be honest.
20:33All righty.
20:34Ladies and gentlemen, let's welcome the fastest woman alive, Elaine Thompson-Hara.
20:39Very special day for us as a brand and very, very happy to have you joining us.
20:45I can say the fastest man was a part of your family.
20:48So I guess the fastest woman can be a part of the family too.
20:52They try and identify these athletes.
20:54They chase them with the big deals.
20:57They are human billboards, you know, a massive industry.
21:01Their obsession is with having the winners in their shoes.
21:06It's now part of our job because any time that you sign a contract, probably asked by their
21:12shoe companies, hey, post this real quick to all your followers.
21:15By competition, anything is possible.
21:18And the right shoe.
21:19And the right shoe.
21:20And you're thinking, well, why would I do that?
21:22I thought my job was to run.
21:23No, your job is to sell shoes.
21:25That's what it's all about.
21:26It's about eyeballs and selling products.
21:31Puma knew that they had a major asset when they signed Bolt.
21:35You know, he was one of the biggest stars of any sport in the world.
21:39They're away safely at this time.
21:41And here's the big man.
21:42Already up on Edward.
21:43Already up on Clarke.
21:44The rest of the field are being left behind.
21:45And here comes the great man.
21:46Usain Bolt, charging down the straight.
21:47As best they can.
21:48The other men are trying to follow it.
21:49And Bolt has smashed his own world record.
21:50This stadium is synonymous with Jesse Owens.
21:52But in many, many years to come, people will also talk about how Usain Bolt lit up this track here in Berlin.
22:12He just made athletics so cool.
22:14He just brought a character we hadn't seen before.
22:17I love Usain Bolt.
22:19He is a one in a generation athlete.
22:22And he is producing moments here that people will remember for the rest of their lives.
22:27It doesn't matter if you like to flex or not.
22:29Everyone knows who Usain Bolt is.
22:31To me, that's when you've just transcended.
22:33When I think of Puma, I think of Usain Bolt.
22:35The two just go together perfectly.
22:37He's probably the only thing I think of when I think of Puma.
22:41He saved the company in sports because when I came in, he was the only anchor into performance sports.
22:47Okay, so are you ready?
22:49It was me then, Puma.
22:51I mean, and if I win, Puma win.
22:53So it was a team effort.
22:55You know, this charisma that he had, this sense of entertainment was exactly what Puma was looking for at the time.
23:02We have become a family.
23:04So I definitely think I've helped to keep the brand alive and keep the brand going.
23:08I mean, in a lot of ways, I got to give him credit for being the spirit animal of Puma, the icon of the brand.
23:14They put an awful lot of their eggs in the Bolt basket, didn't they?
23:17And they struck gold.
23:19Usain Bolt, absolutely breathtaking.
23:25Did you ever try and get Usain under contract?
23:27You seem to have inside information.
23:29We did.
23:30Out of respect to Puma, he wants to stay with Puma, which I thought was very loyal.
23:36I think every brand would have liked Usain under contract.
23:39But, you know, we have phenomenal athletes under contract and we're proud of them.
23:44We're fortunate that we have the likes of Noah Lyles.
23:47We think that he has the ability to break Usain Bolt's record.
23:52It's a changing of the guard.
23:54Welcome to America.
24:01Oh, thank God the wind started blowing.
24:06It was starting to get a little hot, Muriel.
24:20Sing it, Wade. Sing it.
24:22Part of being a great coach is having great athletes.
24:24I've been fortunate enough that I've had talent.
24:29I'd say there's a lot of talented people, but the best of the best are the ones that do this not only as a job or for the money, but do it because they just love to compete.
24:39All right, get us spiked up, get your build-ups and stuff done and let's be ready to go.
24:44Get out and set it up.
24:47Don't feel sorry for yourself getting in position.
24:49Hold your body posture.
24:50If you let that butt go back, the heels go back.
24:53When the heel goes back, we're done.
24:55I'm definitely in the best shape of my life and I'm ready to prove it.
24:59Oh, it's about a thousand degrees out here right now.
25:08First time I saw Noah Lyles would have been at 2016 Olympic trials.
25:12You see the ability, everybody saw that, but how he handled himself is what stood out to me.
25:17You don't got enough ugly, right? I don't want to see no ugly pictures of me. Face off sagging.
25:24He has fun with it, but he also knows when it's time to work.
25:28He was, you know, diligent in what he was doing, took it serious. He was born to run.
25:33When you're starting to talk world records and all that sort of stuff, can he do it? We'll see.
25:42I have the fastest top-end speed since Bolt. I want to prove that I am truthfully the fastest thing to ever walk on earth.
25:49I mean, who gets to say that?
25:51What are you saying to people trying to break your records?
25:54Good luck.
25:59I idolize no one.
26:01If I'm looking at Bolt like, oh yeah, you know, what he did was so unfathomable that nobody could do it,
26:08how am I going to tell myself, you're going to beat this record one day?
26:15In the track!
26:16Everyone wants to see a record go down.
26:18For Adidas? I mean, they're going to be happy.
26:22But what they should be thinking of when I break it is how do we use this?
26:28Nice work.
26:30We done!
26:31How do we sell more shoes? How do we make that happen so every time they see Noah, they see Adidas?
26:38More than a match of the world's greatest athletes, it is also the battleground for the great sneaker war.
26:51And for the companies that make the shoes, the stakes are enormous.
26:54All the companies have the same goal, to get their shoes seen on winning feet.
27:00Until the late 60s, all of the athletes were amateurs.
27:03They were not allowed to do any commercials for a company or take money for that.
27:07So the only thing they could get was free shoes.
27:10And they couldn't be seen to be taking cash as payment, otherwise they'd have got banned.
27:16Horst Dassler, and his only son, was starting to take a leading role at the company.
27:21So he had different ideas to his father and was more willing to bend the rules to, you know, profit Adidas.
27:26Were the brands bribing athletes with cash at these Olympics?
27:31We have no proof of that.
27:33No.
27:35As I was outfitting athletes, I had my competitors, so I had to go more than giving them gear.
27:42And this created breaking the rules, so we had what we called under the table payments.
27:48Big suitcases with money. No contracts.
27:51Well, I personally never handed monies to athletes.
27:56However, Puma knew that to compete, they were going to have to do it.
28:04Both brands imported hundreds of pairs of shoes for the athletes to compete in.
28:09Adidas, being the Machiavellian people that they are, had a Dirty Tricks campaign up their sleeve.
28:14Adidas is throwing us out. Yes, we're throwing you out.
28:16I remember very well that when Horst Dashler got all his goods through customs, he paid the customs officer to block Puma.
28:25So when the plane landed, their shoes were confiscated by the officials.
28:29There was this kind of a contract between Adidas and the Mexican government.
28:35Very dubious business they are doing over there.
28:37Can I say this? You rolled your eyes?
28:42You already said it.
28:44But, Wild West show.
28:46Yeah?
28:48So there we were, with the great charming city and no shoes.
28:54Puma was screwed.
28:56And Adidas shoes were flooding the Olympic Village.
28:57So David Jones, who was the Puma rep, he came up with a concept.
29:03I decided there and then, anyway, doing it was to go myself and try and get the shoes out.
29:09The crazy idea was to pull off a heist.
29:12To bust the shoes out of customs under the cover of darkness.
29:15It was a crazy thing to do.
29:17I was given the keys to the Great Britain Olympic Bus.
29:19I was also given two Puma bags.
29:22They were full to the brim.
29:25$100, $50, no bills.
29:27So David arrived in the middle of the night at the airport.
29:30And there in my headlights were two guards on duty with AK-47s.
29:35My heart was pumping.
29:37I opened the door and purposely just nudged the bag out of the door.
29:43They smiled and waved me through.
29:45I must have got out about 60, 70 pairs of boxes.
29:50I didn't think twice about it, actually.
29:53But in Cold Blood Day, you do.
29:56If I hadn't have gone, I don't think anybody would have been wearing Puma that year.
30:04David did pull that off.
30:06And we were then able to make a very representative showing
30:10because among our gold medal winners were Tommy and Carlos.
30:13Tommy won the gold medal, Carlos the bronze medal.
30:16They stood in the victory stand.
30:18Black glove and black socks.
30:20Puma, she was sitting right on the stand.
30:24The powerful silent protest that was led by Tommy Smith and John Carlos
30:29would become a defining moment of civil rights activism.
30:33One of the most significant moments in sporting history.
30:36U.S. market's the biggest sports market in the world.
30:55There are some massive assets here.
30:57Some of the most talented athletes on the planet.
31:01Noah has had a complicated couple of seasons.
31:04But, you know, the thought in the lead-up to the 200,
31:08actually, this is somebody that is inching towards those records.
31:15The 200 men's probably one of the hottest events at this championship from top to bottom.
31:21World championships is where athletes get paid.
31:25As my coach says, this is where you prove that you deserve this contract.
31:29How you doing? How you doing?
31:31Are you with Campbell?
31:32No.
31:33How are you?
31:34I'm doing good.
31:35No allowed.
31:36So I'm going to leave you guys.
31:37It's great. Honestly.
31:38I really appreciate it.
31:39No, no.
31:40Are we going to put a hundred bucks on it?
31:41No.
31:42100 each way?
31:43We're betting on the time.
31:44On the time.
31:45Okay.
31:46Here we go.
31:4740, 50.
31:4840, 50, 60.
31:49Yes.
31:50Does the money go to the charity?
31:51No, the money goes to the winner.
31:52I know.
31:53I know I'm winning this.
31:55You're sorry.
31:59The lure of the men's 200 finals have seen huge crowds gathering.
32:03I promise you this.
32:05It'll be epic.
32:09This is huge for Noah.
32:11It needs to happen.
32:12It needs to happen here.
32:13So there's a lot at stake for him, for sure.
32:15In this sport right here of Tragerfield, if you are not winning, people forget about you.
32:21It's the final of the men's 200 meters.
32:33Sad.
32:46The way first time is a roar from the crowd.
32:48It's a great start for love.
32:51It's a great start.
32:52It's a great start.
32:53It's a great start.
32:54No move yet from Knighton.
32:55Lyles has got the edge here.
32:57And he's storming away.
32:58What a moment for Noah Lyles.
33:00It was never, never in doubt.
33:02He has smashed his personal best.
33:04And there was no one else in it.
33:06One of the fastest times in history.
33:07And listen to the crowd.
33:08Listen to the crowd.
33:09Lyles has warred back to the top.
33:12He successfully defends his world title.
33:13This is everything that I could have dreamed of and more.
33:15Is this the best night of your career so far?
33:16So far?
33:17Yeah.
33:18Yes it is.
33:19I believe that my partnership with Adidas should be to create stories and moments.
33:22How do we make Noah Lyles the most popular athlete in the world?
33:27One thing Usain was a natural.
33:28You cannot teach an athlete that.
33:29And we're on the top of the top of the top of the top of the top of the top.
33:33And we're on the top of the top of the top of the top of the top of the top.
33:34But this is the best night of your career so far?
33:35So far?
33:36Yeah.
33:37Yes it is.
33:38I believe that my partnership with Adidas should be to create stories and moments.
33:47How do we make Noah Lyles the most popular athlete in the world?
33:53One thing, Usain was a natural.
33:55You cannot teach an athlete that.
33:56And Noah seems to be that sort of athlete.
33:59He's expressive, he's outspoken, and people resonate with that.
34:03And that's more than just him as being a track star.
34:05That's him being an ambassador for both himself and us as the brand.
34:11You also have some of the young stars coming out of there.
34:13But right now, it seems that that next generation that's performed has been the Adidas generation.
34:19We got a world record to go after!
34:35Sports and athletes are so much more than they used to be.
34:40Nowadays, athletes are so much more involved in fashion.
34:44And the lines between the performance and fashion segments are very blurred.
34:50Sports transitioning into the fashion world has become a successful formula.
34:56Some of the biggest fashion icons right now are sports athletes.
35:01That's convenient for us because that's how we transition performance into a streetwear and a fashion world.
35:08We are struggling to get the visibility that we were hoping at this stage of the game.
35:13And the team started brainstorming what we could do, what we could not do.
35:17Well, a couple of our partners are asking, when are you going to go back to Fashion Week?
35:22And Fashion Week, for me, probably equals the catwalk.
35:26Like we actually do a show again?
35:29I mean, it's been a while.
35:30If we do catwalk, which one?
35:32I mean, are you thinking like New York?
35:33Keep the elevation in North America.
35:35I think this is a space where I think we need to get more visible as a brand.
35:38But we need to find someone that really helped us to pick the base of the collection and really elevate it.
35:45What about June?
35:47Oh, yeah.
35:47Because, I mean, June has done, so she's done the collections for basketball.
35:51June Ambrose.
35:52Man, 25 years of crafting the most iconic looks in music.
36:02I use style as a language.
36:04And style is emotional.
36:06It's a conversation.
36:07Any of the great moments in music, video, history, and hip-hop that you can think of are likely connected to June.
36:21She was just spearheading new trends, new movements, always integrating culture to sports and the other way around.
36:30There's not many people who have this track record.
36:33That makes her, for me, like, the perfect person for this project.
36:38We're just prepping up for the show in New York, New York Fashion Week.
36:42We are re-entering the space.
36:44I am very happy to be working with June on this show.
36:49You can really get really crazy with that.
36:51She's extremely creative.
36:52She's very connected.
36:54We're very excited that she was the one helping us to be in New York City.
36:59See you tomorrow, darling.
37:01Wherever I can find ways to elevate it, you know, I will.
37:04There are some news topics we've got to get into.
37:14Yes, yes, yes, yes, yes.
37:15Right before we sat in these seats, I would say 15 minutes, Kanye West sent, he DM'd Complex's main Instagram.
37:21Adidas went and brought back older styles without my approval, picked colors and named them without my approval, went and hired a GM of Yeezy without my approval.
37:30GM lied to my face and said they didn't have the capacity.
37:33Meanwhile, Adidas was copying my slides and making their own version of the Yeezy slide.
37:39God stepped in.
37:40So, Jan, Kanye is accusing Adidas of plagiarizing his designs, copying them.
37:47Have you seen that?
37:48Yeah, of course, I've seen it.
37:50But you will understand it's fresh from the press.
37:53I can't comment on right now.
37:55Kanye has been accusing Adidas of plagiarism and actually started with this slide, this silhouette here.
38:00Very similar looking to the Adelite slide here.
38:05Adidas has not very interesting product right now and that Yeezy is the only...
38:09Interesting product happening there.
38:11It is an issue.
38:12Plagiarism is a big term.
38:16A lot of people within the sneaker industry see those similarities and understand why you wouldn't be happy.
38:22They almost looked like a knockoff version of what he created.
38:25Can't fool the consumers, especially the sneakerheads.
38:29You can't fool us.
38:30It's devaluing a franchise that you've spent however long and however much money creating.
38:36Kasper Rosted, the CEO of Adidas.
38:39Kanye's literally been calling him out directly on Instagram.
38:42To Kasper, I'm not standing for this blatant copying no more.
38:45Well, what does the CEO even do?
38:47Kanye West is in the room doing all the hard work.
38:51If he gets on Instagram and says,
38:54F Adidas, F Adidas, a lot of people are going to stop buying Adidas.
39:00Yeezy might be like a really big percent of their overall sales.
39:08Do we feel like this is over?
39:09Is this the end of Kanye and Adidas?
39:11It feels like he's going fully nuclear and he wants it to be over.
39:15It's definitely an interesting time to be a sneakerhead.
39:21We are back in fashion.
39:24High level fashion.
39:25We're going to be part of it.
39:27You know, everything that we're doing today is because of what has happened already.
39:31I think the key topic is really Yeezy.
39:33I heard something happen like with Yeezys and Kanye West.
39:36Walt Ply Fraser is simply a legend.
39:39The superstar was the dominant shoe of its time.
39:41They gave us a million dollars.
39:44That's very rock and roll.
39:47There's some breaking news from Adidas, the German sports apparel company,
39:50as its CEO, Kasper Worsted, is planning to step down from his position next year,
39:55prior to the conclusion of his contract.
39:57Kanye's got a mouthpiece that reaches to a lot of deals.
40:11Kanye West
40:41You
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