#17talks

What’s Next for Adidas?

It’s been 73 years since Adi Dassler introduced adidas to the world. Since then, the brand has blossomed into a powerhouse known for pushing the boundaries of athletic performance and influencing culture. Today, the Trefoil is known for being the savior of Ye’s sneaker design career and the YEEZY line as well as working with an assortment of seminal talent like Lionel Messi, James Harden, Beyoncé and Pharrell Williams. They’re also the go-to collaborative partner for luxury labels like Prada, Balenciaga and Gucci. Despite all of its success, the Three Stripes has taken a handful of low blows. Ye has sparked controversy after claiming that adidas purloined his footwear designs and executed YEEZY Day without his thumbs-up. The brand’s also been forced to deal with the business ramifications of the ongoing COVID-19 pandemic. These obstacles have caused significant slow-downs in production, which has lead, in part, to sales numbers taking a massive hit. The company is currently ranked as one of the lowest-performing entities on the 50-member Euro Stoxx 50 Index, with its revenues in Asia plummeting. On top of all of that, the sitting CEO Kasper Rørsted recently announced that he will make his departure from the brand at the top of 2023. Picture Alliance / Getty Images It’s time for adidas to hit the reset button. A financial — and spiritual — uplift is in order for the Three Stripes. Oftentimes, a company’s success is reflected by its leadership. And in this case, ushering in a CEO who has experience and a thorough understanding of product marketing, merchandising and navigating the ever-evolving digital realm is likely going to be top of mind. However, there are a few other avenues that the brand can explore. Adidas Let YEEZY Be YEEZY Ye is susceptible to firing shots at the company again, but the empire that he’s built with adidas has had the sneaker world in a chokehold for over half a decade. He’s also admitted in past interviews that he wouldn’t be able to roll out products at this scale without the backing of a major corporation. And whether the dynamic duo sets out to introduce a new silhouette or executes the 100th restock of the 350 V2 “Zebra,” sneakerheads across the globe are always going to have an appetite for his footwear designs. For example, the YEEZY Slides and FOAM RNNRS have become the official airport shoes of 2022, and excitement over these models isn’t expected to die out in the foreseeable future. Adidas Classic and Contemporary Timeless silhouettes like Superstars, Sambas and Gazelles will always have loyal fans rushing back to purchase them. We’re seeing a surge with the Samba right now as its classic white and black colorways have become street style staples, and its collaborative offerings with Wales Bonner have garnered a considerable amount of acclaim. Lately, however, more conversations around the brand have erupted thanks to an increased output of forward-thinking lifestyle innovations like the NMD S1, Adilette 22, adiFOM Q and a forthcoming mule. Scrapping the vintage aesthetic and modernizing sneakers for consumers accustomed to seeing YEEZY models at an affordable price point is paying off, so don’t be surprised if you see an uptick in production of sneakers with funky tech and YEEZY-influenced style. Adidas Jerry! Jerry! Jerry! You can’t forget about Jerry Lorenzo. Attendees of INNERSECT 2022 in Shanghai, China were treated to a small taste of his Fear of God x adidas partnership through his pop-up installation, but other than that, the collection has been kept on the hush. Lorenzo thoroughly understands his audience, and he possesses an innate ability to find the happy medium between luxury and streetwear. He creates without compromise, and has a knack for engineering pieces that are fashionably acceptable in the streets, on the hardwood and at the club. Fear of God x adidas could be the disruptive force and the momentum shift that the athletic giant needs right now. It’s an opportunity to get back on the radar of streetwear-crazed kids — especially the crowd that already has an affinity for his main line and ESSENTIALS capsules — unleash basketball products that can compete against Nike’s signature LeBron, KD, Kyrie, Kobe and Jordan shoes and, most importantly, breathe new life into the brand. Adidas High-End Heat Given that adidas has already worked with the likes of Balenciaga and Gucci, the idea of dabbling into other brands under the Kering umbrella is something that it can consider. These collections create major headlines, but so far they’ve been nothing more than marketing tactics: the average Joe doesn’t have the means to cop a $5,500 USD Balenciaga x adidas hoodie or a $1,100 USD Triple S collab. However, these alliances bridge the gap between two audiences — and allow each brand to delve into markets they wouldn’t normally delve into. This ultimately results in increased brand awareness. For example, most consumers wouldn’t shell out $900 USD on a Gucci x adidas Gazelle, but they might see a celebrity like Harry Styles rocking them — and pick up an inline pair just to feel like they’re part of the trend. This trickle-down effect is a huge win for the brand and a proof of concept for their collabs. Adidas Collaborative Cornucopia Doubling down on initiatives with non-Ye family members could also be in the cards. collaborators like Beyoncé, Bad Bunny, Pharrell,  Palace and Wales Bonner are each doing serious numbers and reaching different audiences with their own respective launches. In comparison, Nike’s SNKRS release calendar is usually replete with collaborations from brands like sacai, Off-White™ and Union LA, which are tailored for diehard streetwear aficionados and sneakerheads. Where adidas has the upper hand is that its collaborative projects are segmented by nature. Each partner has their own target crowd, so everyone from the fashion connoisseur to the hipster to the hardcore music stan feels like they can buy into the brand in their own way. The collections aren’t meant for everyone, and that works to the brand’s advantage. adidas possesses all of the tools to get back on the right track, but it’s up to the brand to utilize them most effectively. Continuing to align with the right collaborative partners, harnessing the energy that it’s received thus from its modern design innovations and zeroing in on its consumer needs are key to the brand’s success, and they’re positioned for an interesting end to the year and a compelling 2023.

A Signed Typed Letter From Steve Jobs Saying He Does Not Give Out Autographs Auctions for Over $450K USD

RR Auction has been auctioning off a slew of Steve Jobs memorabilia lately. While historical Apple products have been preserved to tell the tale of how technology has advanced in the past few decades, there have been additional artifacts that have surfaced. A typed letter from Steve Jobs recently appeared on the chopping block. On a 8.5” x 11” paper, the letter has an Apple Computer Inc. letterhead that is dated back to May 11, 1983. The letter is addressed to L.N. Varon from Imperial Beach, California. The short letter sees Jobs responding to a request for an interview. He wrote, “I’m honored that you’d write, but I’m afraid I don’t sign autographs.” It is well documented that Jobs often declines requests for autographs. However, in the correspondence, he declines the request, yet signs the letter with his distinctive lowercase signature. The cheeky response and early autograph from the Apple founder gives fans an insight to his personality. The letter itself is in good condition, with only a small stain in the lower blank area. The memorabilia sold for $478,939 USD at auction Take a look above at the autographed letter and RR Auction for more details.

Lamborghini’s Vehicles Are All Sold Out Until 2024 Despite Global Inflation

Despite global inflation rates and the expectation of recession across a number of countries, Italian supercar maker Lamborghini says business has been better than ever, with all of its vehicles already sold out through 2024. According to a new report from Bloomberg, the automaker is achieving record results in terms of vehicle orders and sales, delivering 5,090 cars over the first half of 2022. The figure represents a 4.9 percent increase over the same period last year and translates to a surge in operating profits by a staggering 70 percent. Most notably, 61 percent of its sales during the period were accounted for by the company’s SUV, the Lamborghini Urus, which has found a much wider market than its conventional supercar counterparts. “With high interest rates and high inflation, we’re still going strong,” CEO Stephan Winkelmann told the outlet. “With the prices of energy skyrocketing, especially in Europe, we have not seen any slowdown yet.” Despite the stellar results and increasing costs of production, however, the executive claims that prices for its vehicles will not see much of an increase over the next year.

DJ Khaled Reveals How Dr. Dre, Eminem and Ye's "Use This Gospel" Remix Joined 'GOD DID'

DJ Khaled has opened up about how the remix of Dr. Dre, Kanye West and Eminem‘s “Use This Gospel” ended up on his latest studio album, GOD DID. Speaking to Zane Lowe on Apple Music 1, the producer revealed that their collaborative work for this record began about a year and a half ago at his house, where Ye showed up unexpectedly at 8 a.m. in the morning. “I never knew he was coming, tells the chef, ‘Give me some eggs with ketchup,’ and he had a drink. We go to my studio, I play him music, he plays me music, we both inspiring each other,” Khaled explained. “He plays me an incredible album that he did with one of my idols, Dr. Dre, he played it from top to bottom for me. I couldn’t believe what I was hearing. We had a great get-together at the crib, he leaves, that’s a year and a half ago.” The producer the brought up the idea of the track making its way on to GOD DID, to which West replied, “I love the idea.” Khaled continued that he managed to ask for the blessings of Dr. Dre and Eminem, the latter of whom told Khaled, “We got you, and we love you.” He further expressed his excitement to Lowe about working with his “idol,” adding, “We get the blessings, before I came up with calling Ye about this, a few months ago, I texted Dre to see if this was still his number because I ain’t talked to him in a while. I said, ‘Bless up, brother, is this still your number?’ I think he hits me back like a week or two weeks later. I ended up catching the COVID, so I look at my phone, I’m like, ‘he hit me back,’ but I was sick with the COVID.” Khaled shared, “God bless, God is great, so I didn’t want to hit him back right away because I didn’t have my energy, my spirit wasn’t. If I’m going to talk to Dre, my idol, I got to feel DJ Khaled, he got to hear DJ Khaled. I was working on another record that I wanted to present to him that I produced, that I wanted to present to him to get on, and I never played it for him. That’s what I’m saying, this is God Did, instead I was blessed to get a gift from Dr. Dre, Kanye West, and Eminem, produced by Dr. Dre, man.”

101Barz: Rich2Gether Studiosessie

Tracking Status: USPS' BAPE STAs Are on the Way

The United States Postal Service, better known by its abbreviated moniker USPS, links with BAPE for special delivery of collaborative BAPE STA sneakers. The USPS' BAPE STA comes dressed in patriotic hues akin to the agency's Americanized palette, as seen on the upper's navy blue leather paneling, red star-shaped STA bolt, and crisp white laces. What really makes this collaborative BAPE STA ooze post office appeal is the design on the upper, which emulates an IRL USPS delivery form (one that's not written on, by the way). However, filling out the USPS' BAPE STAs is left to the sneakerhead's discretion. The BAPE STAs also feature the USPS standing eagle emblem on the heel as an official stamp of approval from the Post Office itself. As if things couldn't get any more postal, BAPE's also dropping a collaborative work shirt embroidered with BAPE and USPS patches, making the case for a potential fashion trend: mailmancore. Note: Please don't impersonate your local mail person or a fine and imprisonment may follow. Seriously. In a way, the USPS x BAPE collab is fitting and funny, considering both brands have something in common: shaky relationships in Nike. Let's take a trip back down memory lane. In 2021, Nike dropped a USPS-inspired Air Force 1 sneaker, complete with the American flag color scheme and shoeboxes that cleverly mimicked Priority Mail shipping boxes. But one detail was omitted: USPS' approval. Nike was definitely feeling itself a bit too much. A multibillion-dollar corporation or not, this is a federal agency we're talking about here! Indeed, the USPS stepped in to humble The Swoosh. In a since-removed statement, the American postal service stated, "Sales of unauthorized and unlicensed products deny support to the hardworking women and men of the Postal Service." "This is an unfortunate situation where a large brand such as Nike, which aggressively protects its own intellectual property, has chosen to leverage another brand for its own gain." Now, BAPE hasn't had a comparable blow-up with Nike, amazingly enough, but it's no secret that the BAPE STA sneakers are reminiscent of Nike's Air Force 1 model. The only difference is the price tag and logos. Following the USPS' official linkup with Vans, the latest BAPE STA collab delivers a yet another middle finger to the Swoosh as it's being shipped by the nationwide courier itself. Nike may not get mail on Sundays. But for BAPE, USPS is breaking from routine by dropping its BAPE STAs this Sunday, August 28.  

Instagram Is Having an Identity Crisis

First came Instagram Reels, next came Instagram Candid Challenges. The Meta-owned app is reportedly testing out a feature that's very obviously inspired by BeReal, the increasingly popular app that some describe as the antithesis of Instagram. Tech leaker Alessandro Paluzzi broke the news on Twitter, alleging that the feature — very lamely dubbed "Candid Challenges" — will send a daily notification prompting users to capture and share a real-time photo within two minutes. Basically, Instagram is attempting to replicate the very premise of BeReal, which gives users a two-minute timeframe each day to share snapshots taken on their front and back-facing cameras. BeReal's posting window varies day-to-day and users only get one chance to delete and re-take their daily post, stipulations that encourage users to share content that's unfiltered and spur-of-the-moment — a stark contrast to Instagram, where careful curation is king. Meta confirmed the development of Candid Challenges in a statement to Fortune. A spokesperson specified that the feature is "an internal prototype, and not testing externally." Instagram's BeReal cosplay follows the app's controversial decision to begin emphasizing Reels, a video feature that Meta developed in an attempt to compete with TikTok. Head of Instagram Adam Mosseri later walked back the changes in response to online outrage, including a viral graphic reading "Make Instagram Instagram Again" that Kim Kardashian re-posted on her Story. As of late, Instagram's new products have been pretty transparent attempts to remain relevant by mimicking other apps. While Meta's Candid Challenges takes cues from BeReal, Mark Zuckerberg's tech empire would do well to learn another, more important lesson from its burgeoning competitor: authenticity is everything, and right now, Instagram is trying to be something it's not.  

Are Too Many Collaborations Diluting Hype?

New research from EDITED — a leading data company that works with brands and retailers across the world — is asking if fashion has reached peak collaboration. It’s something Hypebeast dissected upon the arrival of Balenciaga x adidas, and while we came to the conclusion that brands could be pushing the limit too far, it seems there’s more to unpack, notably how too many collaborations could be diluting hype and hysteria.  EDITED asks if today’s collaborations hold as much power and influence over the consumer as they used to. Throw it back to 2017’s link-up between Louis Vuitton and Supreme, a partnership that defined street style for years to come and arguably paved the way for the high-low collaborative aesthetic that has since inspired the likes of Jacquemus x Nike, Gucci x adidas, or YEEZY GAP. Likewise, Dior’s take on Jordan Brand was an instant success, selling out in minutes. But today, the effect of “insert collaboration here” is far from our past reality. YEEZY GAP ENGINEERED BY BALENCIAGA‘s hoodie now sells for a 33% premium, far from the 400% markup that came with LV x Supreme. Balenciaga and Gucci’s Hacker Project did sell out online instantly, but it took 34 days to sell out across the U.S., U.K., South Korea, China, Japan and Hong Kong, considering that 15% of the products were restocked — something that was never part of the collaborative recipe only a few years ago. Furthermore, 70% of YEEZY GAP ENGINEERED BY BALENCIAGA is still available on GAP’s U.S. website, while 68% of Gucci x adidas is available today. The question EDITED asks is: are brands taking a new stance on collaboration, in turn “focusing on accessibility and long-term partnerships rather than exclusivity?” In some ways, it could be. If the whole point of hype is that there is a buzz, an air of exclusivity and “must-cop” consumerism that pushes things to be sold out in the blink of an eye, what is hype about something anyone can buy anywhere at any time? From more accessible price points to the increase in high-low brand-meets-brand team-ups, collaborations have become a part of our everyday shopping habits. Every brand wants a slice of the collaborative action, in turn diluting the essence of what makes a collaboration special. Perhaps that’s no longer the point; instead, we all get to join in on what feels like a special version of a brand’s usual work. As a result of collaborations’ commonality, hype is looking like it’s dying down. Nowadays, a collaboration is less of an IYKYK concept and more a part of an expanding brand identity, bringing two entities together to tap into their respectively unaware markets and audiences. Per EDITED, “While there will still be interest in new drops, 2022 and beyond will see an increased pressure on brand partnerships to create something special in order to cut through the noise and avoid becoming ‘just another collaboration’.” Despite EDITED’s research, there’s a silver lining. Fashion is establishing a visual relationship between itself, a collaborator, and the consumer, and per EDITED, this is “evident by higher replenishment rates and products staying in stock longer,” in turn becoming just another part of the brand for all to enjoy. Sound off with your opinions below, and find out more on EDITED.

Audi RS4 Avant Receives Visual and Performance Upgrades in New Competition Model

Audi has debuted its RS4 Avant in the new Competition form featuring increased potency with a top speed of 180 miles per hour (290 kph). The exclusive model has been revamped to balance performance and practicality for a “track-focused” driving experience. In addition to dynamic steering, the Competition form integrates upgrades such as an RS sports exhaust system, providing reduced sound insulation, as well as new Pirelli P Zero Corsa tires. The model also utilizes RS Sport Suspension Pro, a form of adjustable coilover suspension for better adjustment of ground clearance. Compared to a standard RS 4 Avant, the Competition model has a higher spring rate and three-way adjustable dampers, giving the driver increased control over the vehicle. In the new “dynamic” driving mode, chassis and software improvements put more emphasis on the rear axle for better handling. “As the successor to the seminal RS 2 Avant, which rewrote the rule book for the traditional estate car, the RS 4 has been a milestone model in our range for well over two decades,” Audi UK Director Andrew Doyle said. “With every evolutionary step over the years it has cemented our eminent position in the segment even more firmly, and this new Competition version with its elevated performance and exclusivity definitely continues that trend.” The RS4 Avant Competition will be available to order in early September in the UK. The launch will be highly-exclusive with just 75 units available at $100039 USD (£84,600 GBP).

VIDEO: THE GAME - STUPID FT. BIG SEAN

New Balance's "Protection Pack" is Back

It's fair to say that New Balance struck gold with the introduction of its 2002R "Protection Pack" in the final stretch of 2021. With the initial greyscale pack flying off shelves at an alarming pace, as did any subsequent restocks, fans were left hungry for more. Fortunately, thanks to the success of the pack and an increased focus on general release pairs of the 2002R, fans weren't left waiting for long before new takes rose to the surface. Once 2022 had hit its stride with Teddy Santis fully settling into his role as Creative Director for New Balance's Made in USA lineup, the "Protection Pack" once again became the center of attention. Unlike its debut colorways which capitalized on the favored greyscale finishes that call NB home, updated finishes offered a subtle pop of color. Aside from a rich orange tone first seen on feet of Amine, secondary releases opted for muted tones. The latest round of colorways strikes a match on the opposite end of the spectrum, however, dialing saturation up a notch for two of the pack's most exciting looks thus far. For the first of the two, a standout selection of purples and deep pinks have been applied across the upper, highlighting the rich contrasts of the shoe's mesh and suede portions, which are only further elevated by the vintage wash applied to the laces and midsole. The same can be said of the second pair, which instead features an array of blue tones.

A Supreme x Rolex Oyster Perpetual Date is Rumored for FW22

After Supreme teased its Fall/Winter 2022 collection and shared a campaign image with André 3000, hinting at an upcoming photo tee, rumors are now circulating that the New York imprint is gearing up for a Rolex collaboration. As reported by Supreme insider, Supreme DROPS, a mockup is pointing toward a Supreme x Rolex Oyster Perpetual Date release for FW22. If true, the collaboration would undoubtedly be the biggest team-up Supreme has planned for its series of major collaborations for the season. The mockup notes that the watch could come in a stainless steel construction with a bright red dial marked with “Supr” in white, inspired by the label’s iconic Box Logo motif. Not much information has surfaced, but reports note that the official collaboration could feature the new watch design along with accompanying items. The potential collaboration would follow Supreme’s Friends & Family Rolex Submariner released Spring/Summer 2013. Now fetching upwards of $100,000 USD, the watch stands as an oddity in the streetwear and horological worlds, due to its extremely rare nature. The 40mm Supreme x Rolex Submariner features a classic look with a black bezel and dial, accompanied by Supreme’s Box Logo at the rear of the case. Supreme’s “FUCK EM” phrase is also emblazoned in bold red above the Submariner detailing on the dial. Take a look at Supreme DROPS’ mockup for the rumored FW22 Supreme x Rolex Oyster Perpetual Date above and stay tuned for more details.