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In order to climb regain the American market, Adidas is getting inspired by one of its own designers: Kanye West. Fast Company interviewed Adidas head of basketball design Brian Foresta, who believes that Adidas needs to have a point of view that's either loved or hated. Kind of like Kanye.
"The biggest thing for me is that [consumers] will have to make a conscious decision that they’re part of this brand," Foresta told Fast Company. "There will be that division, that you are an individual and stand out, or you are part of an older regime of a brand that’s bloated and falling apart."
Basically, Adidas needs to get its edge back. "I think, as consumers and as people, we respond to things we feel people’s fingerprints on, you feel personalities, the edges are just a bit sharper, and you have to make a decision if you invest in what that brand stands for or it’s not for you," Foresta continued. "I feel like we’ve homogenized that too much. Nothing’s worse than being a default decision."
Opening a design studio in Brooklyn and a reorganization of the Adidas design team is part of the brand's plan to get bolder designs, faster. In fact, Adidas's new structure takes a page from fast fashion chains as opposed to traditional activewear brands, according to Fast Company, and the brand is now able to get products in stores in record time. "I think speed is the name of the game right now," Foresta said. "No one wants to admit it, but I’ll say it. Fast fashion has changed what it means when you compete in the mall [and online]."