DISCLAIMER
This project is a blue sky project that highlights opportunities for adidas in a booming culture in China.
The Warrior’s Mirror
This project started as an initiative for my team to bond virtually through VR and upskill ourselves in Gravity Sketch. Slowly this initiative blossomed into a self-generated project where passion meets opportunity.
Basketball can be played all year round with access to both indoor and outdoor courts. Unlike basketball’s versatility in its style of play, level of expertise and location access, basketball shoes lack flexibility in its court experience. Majority of basketball shoes are designed only for the experience of playing indoors. With the rise of urban escapism post the pandemic along with China’s booming basketball culture, adidas has an opportunity to strengthen both their presence and community connection in China’s basketball market.
This project was completed over a 2–3-month timespan where I initiated, managed, and communicated with other designers for a 3-week design sprint across three locations: Atlanta, GA; Shanghai, CN and Herzogenaurach, DE (Germany). We focused on material innovation, consumer impact and streetball compatibilities. Please join me as I walk you through my creative process of designing The Warrior’s Mirror.
Briefed: 2021
Concept: China Streetball 2025
Role: Assistant Innovation FW Designer
Below are highlighted skillsets used to make this a successful project.
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During this project I had the opportunity to conduct and manage a 2-3 week design sprint where I connected virtually with two other designers globally (Shanghai, CN and Herzogenaurach, DE). The biggest challenge was scheduling meetings across three different time zones (EST, CET and CST) and holidays. However with a bit of passion, a couple of early mornings and late nights we were able to connect and create an amazing concept that is authentic to China’s culture.
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Before I managed the 2-3 week design sprint, I conducted two months of intensive research and conceptual ideation where I collected insights from adidas’s Creative Direction department, Google search and YouTube while ideating against my findings.
Being aware of the internet’s limitations in cultural authenticity I decided to reach out to Celine Lee to have a more in depth conversation about China’s current status in basketball culture, community mindset and nation’s mentality.
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Based on the research collected adidas has an opportunity to strengthen and build genuine connections with China’s market by providing a source of nuance while attaching their products to a highly anticipated local event.
Our target consumer for this project are Gen Z. To deliver nostalgia to our consumer we must reimagine adidas iconic 2000’s models. Versus using the design method of adidas’ Original department where we make alterations to a pre-existing models, our approach was to take the technology used in that era and push it forward to year 2025.
The Beijing Basketball Court That Became the “Holy Land” of Chinese Streetball
High school graduates Zhang He and Zhang Baoyuan
Chinese basketball fanatic MoreFree is at the heart of the country’s streetball scene and has taken on everyone from Derrick Rose to Chris Paul
China’s Basketball Culture
Streetball is the precursor to organized basketball. Before kids stepped foot on a wooden court to run their first scrimmage, most kids knock down their first shot on a concrete block. Not only does streetball grant more accessibility globally but acts as a vehicle of self-expression and a portal to endless opportunities such as fashion, music, and entertainment. Similar to New York’s Rucker Park, crowds flood China’s Dongdan court in Beijing hoping to catch some of the city’s most talented streetball players.
However, this would have not been possible without the work of China’s streetball pioneer, Morefree. For over 15 years this Beijing native has dedicated his heart and soul to bringing basketball to the people, organizing high-intensity streetball tournaments that deliberately stray from the format of a professional league basketball match; no over-priced ticket fee for the audience, creating a doghouse-type atmosphere; games are short and snappy, with a high turnover of players, many selected from the audience.
With China’s basketball culture becoming more inclusive and the nations rise in patriotism let’s dive deeper into understanding China’s mentality around sport and how its connected to their ever evolving lifestyle below.
INTERVIEW STATEMENTS
Consumer focus more on the story of the product and how it resonates with their values than the design itself. Therefore, in order to generate a deeper connection and create value to our concepts, I reached out to a Shanghai local to conduct an interview. Below are their insights that both supported and confirmed the insights collected from Adidas Creative Direction and the internet. This interview was conducted over Microsoft Teams, connecting both Shanghai, CN and Atlanta, GA together to share a common interest: basketball
Celine Lee (Shanghai, Adidas Footwear Designer Ext.)
“ Back in the day you had to play basketball in order to be perceived as part of the culture.However, with basketball culture becoming more inclusive and accepting of basketball as a lifestyle, more women starting to watch basketball (NBA) but not playing… In China, women as a whole are still very traditional. ”
Topic: Women in Sports
“ There is a huge basketball market in China. With the rise of China’s patriotism, only locals are able to play on the courts…they will kick you out. Amongst the cities are different attitudes as well. Shanghai plays nice, Beijing are your fighters and trash talkers, Guangzhou has the bigger basketball market and more women play there. ”
Topic: Different Cities, Same Pride
“In order to play indoor games you have to book a court, a time slot and have the right amount of people. If you show up with both enough people your slot is taken. Streetball you do not have to book a slot, you just show up…”
Topic: Booking Courts
CONSUMER RESEARCH
Combined with the insights collected from the interview with Celine you will find more research that helped us understand the scope of our consumer’s nation as it pertains to sport and their ever evolving lifestyle. The insights shared below has the ability to influence Adidas’ strategy in strengthening their consumer impact in China.
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ACTIVE LIFESTYLES
are on the rise amongst young Chinese consumers where there has been an increase in marathon participants, fitness-app users and government-sponsored initiatives.
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BE THE BEST OR NOTHING
As a result of China's dense population competition in everything is extremely intense. In combination with a culture of perfectionism, at a young age kids are taught to be the best at whatever they do.
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RED THREAD
Be the best or nothing mindset contributes to why the average player (outside of college and CBA) trains 3xs a week to improve their skills for the game.
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SPORTS MINDSET
Sports are now considered to be a gateway to numerous opportunities allowing new experiences to arise in fashion and music. Gen Z embraces the versatility of these type of sports, like basketball, because it doesn't only empower teamwork but individuality as well.
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RED THREAD
With basketball being an entry to fashion and music, China's basketball market has grown significantly with the inclusion of lifestyle.
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SELF-EXPRESSION THROUGH SPORT
Sport is about personal choice and a modern lifestyle. Sports are no longer played as a game but seen as a form of self expression. Especially for young girls where sport has enable them to find and express their identity.
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RED THREAD
With sports also being utilized as a form of self expression, China's basketball market has become more inclusive than ever.
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FREEDOM TO EXPRESS
Although tradition and heritage are still heavily ingrained in today's modern world, street culture is their outlet to safely express their authentic self.
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URBAN ESCAPIST
The 2021 Asia Shopper Forecast has predicted the rise of Urban Escapists, who are. rediscovering the benefits of being in nature and embracing a slower pace of life.
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RED THREAD
As of 2018, an OC&C China Leisure survey stated that 41% of the participate equate outdoor activities to a STRESS RELIEVER. It is safe to assume, since the pandemic the value for being outdoors has increased significantly.
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SIMPLICITY
Speed and adaptability are key in China, where the rate of adaption is incredibly fast. Keeping platforms and technology fairly simple adds to China's quick response in innovation (technology).
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RED THREAD
Versus having various platforms that incorporate similar functionalities (Facebook and Instagram), China has a one-stop life control app called WeChat, which has integrated mini program within the app to create an entire digital ecosystem that curates and personalizes with next-level sophistication.
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HERITAGE OR MODERNIZATION
China’s Gen Z experiences are defined by the central dilemma of straddling two worlds: tradition and modernity. Unlike in the West, where individuality and rebellion is celebrated, their version of rebellion is softer and quieter, preferring to make small steps within the system (ex. fashion, music, and art)
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RED THREAD
The China market views the sneaker culture more as a price tag than an entry into a specific culture. In order to connect better with China's Gen Z population, brands must incorporate a nuanced perspective of Chinese culture and a sense of nostalgia. Cultural places are the new labels of quality.
Trust in vintage due to longevity (stood the test of time)
THE CONSUMER
Gen Z
Hard core player
Parents are die hard Tracy Mcgrady Fan
Playing style: speed with minimum power
Prefers to play bball ALL DAY.
Doesn't matter the court, time or day.
#TEAMNOSLEEP
Weighs 120 lbs
Really into Vis-Tech displayed in a futuristic manner.
Like bold colorways
Their shoes must improve their game play.
Trains 2x a day 3x a week
Lives in a subtropical climate
1 pair of shoes dedicated to training and playing bball.
Travels on a moped (sometimes by foot) to other cities for hours at a time to improve their game and compete against different playing styles.
OUR TYPE OF CONSUMER HAVE THESE FOLLOWING CHARACTERISTICS:
FUTURISTIC HARDWORKING PLAYFUL
Our consumer wants a product that reflects their work ethic (hardworking), embodies the spirit of streetball (playful) and pushes technological boundaries (futuristic). Here’s how we showcase these features through design cues.
DESIGN CUES
Identifying the project’s concept direction
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FUTURISTIC
Having or involving modern technology into design.
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Although vis-tech was groundbreaking during the 90s due to its intuitive nature, vis-tech has yet to be modernized into the 21st century. TIMELESS is the aesthetic.
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DESIGN: Sophistication and simplicity is key to highlighting our use of technology.
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DURABLE (HARDWORKING)
Able to withstand wear, pressure, or damage; hard-wearing.
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Durability is key here to withstand our consumer's schedule: 2x day training session 3x a week regardless of the court's environment.
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DESIGN: Focus more on the sculpted lines and more precise protection will emphasize durability while maintaining ultimate lightness.
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PLAYFUL
Fond of games and amusement: lighthearted.
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Unlike organized basketball, street ball embraces flare, breaking rules and showmanship.
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DESIGN: We must break out of our the traditional aesthetic and bring more of the playful energy into our design language.
Based on consumer research, interview insights, Google search and Youtube videos to visual communicate our concepts priority arrangement this matrix was created.
This matrix showcases the hierarchy of functional attributes each concept must employ.
Due to our consumer living in a subtropical climate the concepts must be breathable for the humid heat, durable for the outdoors and always provide comfort.
MOODBOARD
Exploring our design cues through a collection of imagery under the umbrella of breathability, durability and comfort.
IN ORDER TO CONNECT BETTER WITH CHINA'S GEN Z POPULATION, ADI MUST INCORPORATE A NUANCED PERSPECTIVE OF CULTURE AND A SENSE OF NOSTALGIA.
China’s market is leading in Adidas’ sells, however Nike influence in China is steadily increasing. Therefore, I propose for Adidas to take their most iconic features presented during the 2000's and reimagine them through the lens of 2025. By using this approach Adidas can provide a sense of nostalgia for the consumer and build genuine relationships with their consumer.
2000’S ICONIC SILHOUETTES
MATERIAL TECHNOLOGIES
A toolbox of innovative materials and tooling composites.
STRUNG
THERMOREGULATION MAPPING
POWER WEB
ENGINEERED COMFORT
4D
LIGHTSTRIKE
LENO
LIVING LAYERS: BIO SYNTHETHICS
UNLEASHED COLORS: NATURAL FADES AND SOFT TRANSLUCENCY
BOOST
SKETCHES
A collection of hand sketches and renderings.
UPPER EXPLORATIONS
I was inspired by the stacking apartments in China’s heavily dense city. I used a program called, Vectoraster to accomplish this blending and blurring technique below.
FINAL THOUGHTS
As shared before this project doesn’t end with an exact product but begins a conversation regarding opportunities for adidas in a booming culture: China. However (below) there are two design directions I would like to propose to adidas to strengthen their presence and build authentic connections with China’s community. Next steps would be to collaborate between both the Basketball and Outdoor departments to develop and design traction suited for streetball.
This concept was designed to be visually dynamic and bold with the shoe being split into two parts. The forefoot focuses on providing precise durability and maximum breathability. I took the philosophy behind the overlasting technique and applied it through the leans od 2025. By wrapping the upper in an engineered mono-filament textile the consumer can see hidden details of a locking structure underneath. In addition, there is a flow molded strip that provides extra protection. The back of the shoe focuses on overt comfort where I combined the bulbous sculptured 4D and a classic padded neoprene heel.
This concept uses FAST TECH in the forefoot which combines and blends leather to technical fabrics. Fast tech provides a modern twist on leather application and is deemed the Future of Leather. For additional breathability a mono-mesh window was added to the upper. The engineered upper is semi translucent where the athlete can see an internal and minimalistic lockdown structure and heel counter. The tooling architecture comprises of a dual density foam forefoot (Lightstrike and a harder density foam) and 4D.
THE WARRIOR’S MIRROR
China is no longer looking toward the West (The United States) for inspiration but more within theirselves as a nation, culture and community. By using the sport, streetball as a form of self-expression and self-reflection the project’s title was created.