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Eߣ�B��B��B�B�B��matroskaB��B��S�g M�t�M��S��I�fS��M��S��T�kS���M��S��S�kS����M��S��T�gS����O� I�f@�*ױ�B@M��libebml v1.4.5 + libmatroska v1.7.1WA�mkvmerge v95.0 ('Goodbye Stranger') 32-bitD��AB�� Da�
��L�� s��v8�淛`P�G�6��P�T�kĮ�ׁsňc]���}ꃁ�� �� ��S_TEXT/UTF8"���enSn�English (UK) [CC]U���D C�u@��Ƞ���� -[indistinct chatter]
-Er, did you hear about Kanye?��
��ȡ@ I heard something happened, like,
with Yeezys and Kanye West.�� �C�u@��4����� He's always got some shit to say
about Adidas.��ࠪ���X I don't know what the status is.��P�١Ӂ
p By all accounts, it seems like Yeezy
and Adidas has been a strong partnership,��C�u@��M������ but lately you haven't sounded���ʡā` -too happy about it.
-[♪ dramatic instrumental music playing]��H�ˡŁ
� [Brendan] I feel like these things
have been building up in ways��HC�u@��dP�ǡ�� that we didn't realise before
or weren't always made public.��
��ӡ́ [Kanye] And they've even gone
and specifically hired people from my team���C�u�炃������ to make fake versions.�� �ȡ � Yeezy's made a different type of shoe
without his permission.��
�C�u@�炘X����� Just, like, completely, like,
just took his model��p������ and just did their own colourway.
That's horrible.���C�u@�炭�ɡÁ They're trying to replicate all his style
and stuff like that.�������� Disrespecting, man. Give him his due.����ˡŁ Like, I feel like it's fine for him
to challenge that status quo��
�C�u@��� ����� and be like,
"I'm not gonna stand for this anymore."��
�ȡ@ Especially, I feel like Adidas
has been doing it for so long.�� �C�u@���h�ġ�� Kanye has moved so much product
for Adidas. He's helped--��@�����0 Bigger than anybody thought
it could've been.����ơ��� Kanye's Kanye. He's going to leave them,
do something else.��
�C�u@�������� People are still going to follow him,
you know?��������� It's… it's him, really, not the brand.�� `�ˡŁ� [Brendan] He made a fake newspaper article
about Kasper Rorsted.���C�u@���סс "Adidas CEO Kasper Rorsted dying",
you know? Like, things like that where…��࠾���X -Exactly.
-[Brendan] I don't know if that's the way���C�u@��7h����� -to get a sneaker brand to trust you.
-[sighs]�� `�Сʁ � So, it sounds like you… you're trying
to break up with Adidas, too.��C�u��OȠ���� -Is that the plan?
-Absolutely.�� 8�ġ�� � I think it's fair to say that Ye
is a difficult person…��0C�u��f ����� -Of course.
-…and has gigantic aspirations.�������� And you have to be really,
really good at your job��xC�u@��~Р͡ǁ in order to manage those things
and make them fit in a structured,��8������ rigid, old-school
German sneaker company like Adidas.��
�C�u@����ҡ́ [reporter] We've got some interesting news
out of Germany this morning.��0�ȡ` Adidas CEO Kasper Rorsted
is stepping down from his position.�� C�u��������� The company have yet to name a successor.��
������� [Jan] So, that's the reason
why Kaspar is not,�� `C�u@��������� er, talking to any media, really.����֡Ё Er, I think it's, er, it's understandable
that there was a lot of pressure,��PC�u@���Рʡā a lot of work. And… and…
and it always starts with the CEO.��
������@ Obviously, nobody likes to be
in a situation�� �C�u��`����� where there's a lot of criticism.���C�u@��+�͡ǁ [Harm] I can feel for him, quite honestly,
er, managing the crisis��
�ġ��
P for two and a half years, pandemic,
all the other things.�� �� When there's a crisis
and the product isn't probably as…��0C�u@��K��ءҁ as good or the brand isn't as healthy
as it used to be, was he the right CEO?��𠸡��@ You know,
probably not at the end of the day.��XC�u@��f����� [Erika] I think Kasper was very pragmatic.��
H�ҡ́
� But I think what this brand now needs
is a huge injection of the heart.��C�u@���Ƞ���� [♪ theme music playing]����͡ǁ [Beckham] Shoe culture is bigger now
than it's probably ever been.��
�����p [Ulrich] Puma and Adidas,
they started this��pC�u@�����Ρȁ and millions and millions and millions
of dollars are going around.�������� [Severn] The floodgates opened up.���C�u@��������� -[man 1] Stripes.
-[man 2] Stripes.����ӡ́ -[woman] Three stripes. [laughs]
-[Severn] There were three-stripe shoes�� ������ -all over the place.
-I wanted to be part of that.��@C�u���8����� [June] Streetwear has become fashion.����ġ�� 8 [man 3] Puma was late to the dance.
Adidas was way ahead.��
xC�u@��舠���� [Neymar Jr.] Puma had to step up.��Р���� Very dubious business they are doing
over there.�� 8�ǡ��� -Big suitcases with money. No contracts.
-[tires screeching]���C�u@��8����� I think anybody in my shoes
would have done the same.����š�� [Erin] We want to beat them.
There's no question about it.��РȡX I heard something happened, like,
with Yeezys and Kanye West.���C�u@�� Ƞ���� [man 4] Financially a disaster.��0�ȡ� "I thought my job was to run."
No, your job is to sell shoes.��
P�١Ӂ� [Horst] They have created the world
that we know today as the world of sports.��0C�u@��B��ˡŁ [journalist] More than a match
of the world's greatest athletes,�� `����� � it is also the battleground
for the great sneaker war.��C�u@��Z �̡Ɓ [Horst] If it wouldn't have happened,
somebody would have come up�� 8����� � and written a story about it.
It's so unique.���C�u��o������ [♪ theme music concludes]��`����� ` [♪ upbeat instrumental music playing]��C�u@���`����� [paparazzi 1] Left.
To the left, to the left.��Ƞš�� [paparazzi 2] To your right,
to your right, to your right.��������8 [crowd cheering]��0C�u@��8����� New York Fashion Week is chaotic.��������H [crowd cheering]�������� There are four fashion weeks
a year,�� �C�u@���ؠ���� four different locations
around the world.��������H New York Fashion Week, you gotta bring it.��������� [crowd cheering]��C�u@���h����� I'm a rock and roller.
It's not on my radar at all.�� `����� � It's like no other.��(�̡ƁP [spectator] You never know
when you might get swarmed by cameras.�� C�u@��鐠ˡŁ -It's definitely the place to be.
-This is where the fashion is.�������� [Maeve] It's where all the big designers
get together���C�u�����š�� and show off their new lines
and what's, like, new and it.��
x�����
� [crowd cheering]��
�C�u��h����� Thank you, man. Oh, Disney Channel.�������� Hi, welcome to the Disney Channel.�� C�u@��9h�ԡ [Colm] KidSuper's a clothing brand
that I started when I was quite young.���ѡˁ� Obviously, now, I'm a Puma boy,
but they're doing a Puma fashion show.���C�u@��^ �Ρȁ -[♪ upbeat electronic music playing]
-I don't know much about it.�� `����� � They've been quite secretive.�������@ They've always been a little bit
of rule breakers.�� C�u��w蠼��� They're putting their money
where their mouth is.��������� It's definitely not that easy.�� �C�u@���h�ڡԁ The stakes are high. This is Puma's,
kind of, like first fashion show in years,��������� and they've got a lot riding on it.���C�u@���x�š�� You have to diversify what you're doing
and your offering,��
P�֡Ё
� and you have to reach a new audience
because ultimately you become stagnant��hC�u@���Р���� if you don't.��������� [Adam] It's really a return.�� �ҡ́0 For Puma, we have been very focused
on bolstering our sports bona fides��0C�u@��߀����� over the last few years.���ۡՁh Now is the… is the right moment for us
to… to try and re-establish ourselves���C�u��� ����� in the world of fashion.��@����� It's a good time for us,
er, maybe a surprising time���C�u��࠻��� for us to come back
and do a big show like this.��@C�u@��%����� [♪ music concludes]��������� -[June] Could be violent.
-Right.���ӡ́ But the music also at this part
in the show, it gets, if you remember…���C�u@��A𠷡�� -Right.
-…it gets very violent. It gets…��������� I had a deep relationship��x�Сʁ� -with Puma for many years.
-[♪ dramatic instrumental music playing]���C�u��W����� [June] I think about how rooted
in sports they are.��0�����
H Knowing that they dabbled in fashion,�� �C�u@��nȠΡȁ when I look through the archives
and I'm looking at McQueen pieces,����ɡÁ� I'm looking at Fenty pieces,
I'm looking at Jil Sander pieces,��
C�u����֡Ё you know, made me want even more
to kind of ignite that conversation again.���C�u@���0�ʡā We are six days to show day.
I know everyone's being very calm.��`������ -[chuckles]
-[June] But I have a major stomach ache.���C�u���@����� -[colleague] Yeah.
-I'm, like, nauseous.��
P����� We're just seeing another person. Roll it.�� C�u@��������� -[grunts]
-Starting to roll.��������� Okay, we see her and then we go up.
We go up with him.���ʡāH -We should have him walk with them first.
-Let me let him know.�� C�u@���x�͡ǁ [Heiko] New York Fashion Week itself,
it's a little more welcoming��X�̡Ɓ� for newness which don't really play
the classic drama of fashion.��0C�u���ӡ́ Last time it was 2014 with Rihanna.
So, it's putting us back on the map.�� C�u@��,P����� This is the outlook for Puma
for the future.��
Ƞ����h [indistinct chatter]���ơ��� -If we can make this…
-Erm, but that actually is quite…��
�C�u��H蠿��� -It's okay, right? Much better.
-[Winnie] Yeah. Hmm.��H������ [indistinct chatter]���C�u@��_������ -Love it. You look great.
-You're next?��@������ Yeah, I'm next. [chuckles]��ࠤ���P [all cheering, applauding]��
C�u@���𠩡�� [June] So, can I get some pins?��0������ When they first told me
the brand ambassadors��������� were gonna participate in the show,��0C�u@�����ʡā my job was to make sure
that they didn't look like ambassadors.�������� [indistinct chatter]��ؠ����� Oh, the preparations are hectic���C�u@���h�ϡɁ because we're… we're putting on
the biggest show in New York City.��
(�š��
� And as a sportswear company like Puma…
[blows raspberry]��@C�u��������� …big show like this,���á��@ creative director like June Ambrose,
all eyes are on us.���C�u���h����� Okay, model coming through.
Model coming through. Yep.��H������ Nice. Breathe. Nice.���C�u���h����� [all cheering, applauding]����ѡˁ� [June] I think it's important
that we align ourselves with ambassadors��0C�u@�������� that have shared values.��Ƞ����� If you give me a red,
you gotta change my shoes.��
�ǡ��� -You have red suede in there?
-You got a red suede in there?��
�C�u@��1��ǡ�� -[Bjørn] I need shoes like that. [laughs]
-[Usain laughing]��X�ҡ́� -Yeah, Ricky-- Help Ricky more.
-You can't even walk in those. [laughs]���C�u@��NP����� [Bjørn] If you want
to be globally successful,��蠭��� 8 you need to have success in the US.��������� And that's more difficult
for a global brand��C�u@��m@����� out of Germany than it is
for an American market.��p�ʡā� The culture in America
is very different than it is in Germany.��
C�u@�������� [Usain] It looks good, man.
You know what I mean?�� `����� � -Show off my swag. [chuckles]
-[stylist] Yes.��H������ First time for everything, right?
[chuckles]��
PC�u@���@�Ρȁ [stylist] Yeah. Just because
we already know what the pant is like.��
�����
P [Bjørn] Can he eat tonight
or should he not?��𠕡��� [all laugh]���C�u@�����͡ǁ He should have been on a liquid diet,
actually, for the last week.��������� No, you had yam and cassava
and provisions.��
�C�u@��ѐ����� -Yeah. I… I had some yams, for sure.
-[laughs]��������� -[Usain chuckling]
-[stylist] Yes. This next one is…���ǡ��@ [Usain] I think the fashion
in sports has changed a lot now.��8C�u@�����ѡˁ One time, it was just plain T-shirts.
[chuckles] You know what I mean?��
������
� Puma stuck across the front.���C�u��Р���� [June] Stop, frame it, yes.��X�š��� [Usain] Over the years of Puma
becoming what they are now,���C�u��p����� as in high-level fashion.��h������ -[indistinct chatter]
-[all cheering, applauding]��0C�u@��1Р���� I see Puma's future being-- It's bright.����͡ǁ� You know, street culture is driving a lot
of the conversation now.��
C�u@��K��ءҁ And I see us really tapping in and leaning
into that in a very authentic way.��0������ What's retro is relevant.���C�u��eؠ���� You know,
everything that we're doing today��������� is because of what has happened already.���C�u@��������� [interviewer] Sound speed.
Chris, take one. Mark.�� ؠݡׁ
( -[♪ whimsical instrumental music playing]
-We're having a fireside chat, are we?��C�u���8����� [interviewer laughing]���ѡˁ� [Severn] Horst Dassler, the son
of Adi Dassler, he's the oldest child.���C�u@��������� Horst and I, by the way,
are about the same age.�� ؠҡ́
( We're six months apart. I was 21,
he was 20, and we kind of hit it off.���C�u�������� Horst was looking
to find a foothold in the USA.��8C�u���H����� As time went by, I questioned him,���ġ��X "Would we, at some point,
start making basketball shoes?"���C�u�� ����� But he showed
really no interest whatsoever.�������� But that changed.
He watched a basketball game.���C�u�� 7ؠ���� He literally fell in love with the game.��
������( He told me, "I'm gonna talk to my parents���C�u@�� U`����� "and see if we can start
making basketball shoes."��X�Ρȁ
� And they told him, "No, we are not going
to make basketball shoes."���C�u�� {0����� I said, "So, what are we going to do?"�� ؠ����� He stopped, he looked directly
into my eyes and said,���C�u@�� ������� "We are going to make basketball shoes.��РϡɁ "But there is one condition.
My parents must not find out about it."���C�u�� �𠣡�� This is the very first…��������
� prototype of a basketball shoe
made by Adidas.���C�u�� � ����� It's in leather instead of canvas.��������x The sole is a herringbone pattern.���C�u��
�¡�� And this now is all dried out.
But in its younger days,��C�u��
.h����� it was very soft and very grippy.�������� -[♪ music concludes]
-[interviewer] So…�� �C�u@��
F(����� do you know who Chris Severn is?����ܡց� Yes. Chris Severn? Absolutely. Yes, I do.
He's the creator of the Superstar. Yep.��C�u@��
dȠ���� [♪ upbeat instrumental music playing]��@�ˡŁ� [laughs] Doesn't look
a whole lot like this, does it? [chuckles]��@C�u��
�@�ӡ́ In Horst's mind, we had to come up
with a way of making basketball shoes�� C�u��
������� that was different. Converse dominated.��������
H Converse has an All-Star.
We want to be one better.�� C�u��
�(����� We'll be the Superstar.��p������ Because I believed
the shoes were so much better���C�u@��
��ȡ than Converse All-Stars,
I got the Celtics to wear the shoes.��𠺡��� They were wearing dark
forest green Superstars,���C�u��
�蠮��� and they won the world championship.��
�����
p -[crowd cheering]
-The floodgates opened up.��(C�u@����ǡ�� There were three-stripe shoes
all over the place in the NBA.��������8 That turned out to be a good decision.�� `C�u@��+ؠ���� Puma decided, "There's no way
we can compete.��`�ϡɁ� "All these players are wearing Superstars.
What are we going to do?"��C�u��RH����� They paid one guy
and advertised the heck out of him,��(C�u@��f������ so it looks like Puma is everywhere.��
�ӡ́@ [reporter] The Knicks' Walt Frazier
with the quickest hands in the East.��
C�u@��|x�ơ�� [Dapper] We saw him at all the parties.
He was fly as hell.��X������ He got the name Clyde
from the movie Bonnie and Clyde,��XC�u@���Ƞ���� so he had that crook element.����ȡ [Walt] Ah, you know, I'm renowned
for my sartorial splendour.����ġ�� I was always creative in my style
and what I was wearing,��hC�u@��������� and what I was doing on
and off the court.��0�סс� [Max] BU started pioneering this idea of,
"Let's get fashionable when I walk��C�u@��ʘ����� "into the arena."
He's the guy that started that.����ġ��p [reporter] Stunning coat you got there.
Tell me about it.��������@ Front and double-breasted coat
with the wide collar,���C�u@����ȡ which is how I got my name,
claim to fame, from Dan, "Clyde."��Рʡā
H Basketball for Puma really started
in 1973 with our guy, Clyde.���C�u@��ؠɡÁ I helped design the shoe,
so I made it lighter, more flexible.�� �¡��P My first contract was 5,000
and all the shoes I wanted.���C�u@��"�ءҁ My teammates made fun of me, you know,
they're like, "Oh, he think he's cool.��x������ "He's got his own shoe."
It was a perfect storm.��
HC�u��@@����� Here I am, Clyde, an all-star,
world champion,��
������
� and now coming out
with my own shoe with Puma.���C�u@��W8�ɡÁ And I think people don't realise the…
the impact that he had��
������ because he was the first guy
who really said,��������8 "I can wear the shoe on court,���C�u��p��� "but I can also style it
from an off-court perspective."��
�����h Clyde was fly.���C�u@�����ġ�� When Puma put that Clyde name on
and you had to have him,��
�����
� because you realise,
"I could be cool and fashionable�� �C�u���8����� "but I ain't gotta be a pimp."��x�����0 So, Clyde was like a representation
of that style.��C�u@����֡Ё He showed people what the future
of the modern athlete was gonna look like.���¡��� As sportswear has evolved
and as sportswear has become,��
HC�u@����̡Ɓ you know, more important to the world, er,
of the fashion brands,����ҡ́ er, you know, Puma has been there
to kind of push that… that forward.��8C�u���ࠟ��� [♪ music concludes]���ˡŁ
� [employee 1] That's one, two, three,
four, five, six, each side.�� `C�u@��
������ -[employee 2] Mm-hmm. Okay.
-[employee 1] Good season.��0�ʡā� We have amazing press from,
like, all the top editor-in-chiefs,�� 8������ and fashion directors
from all the major magazines,��
C�u@��
!��١Ӂ -LA Times, Grazia, Vogue, Esquire.
-[♪ whimsical instrumental music playing]���¡��` The business of hype, like, that's, like,
a huge thing,��hC�u@��
;��ɡÁ because if you haven't got
the right person on your front row,��
�����
P then what's the point
of even doing the show?�� �ˡŁ� Erm, so we could add more press here
that has requested to come,��@C�u@��
Y������ and then this could be additional VIPs.
Yeah.���͡ǁX I think the goal of this for us is to ask
and answer any questions��PC�u��
u����� for the night of the show
so we have as few questions��
������
� on the night of the show as possible.�� `C�u@��
��� Of course, the thought's like,
"Is nobody gonna show up?��
��ԡ
� "Is, like, all the buyers gonna just,
like, be bored about what we show?"���C�u@��
������ Or, "Are the reviews really bad
or something?"�������� This all can happen, but,
erm, I am very confident.��(C�u@��
�`�ӡ́ It's also super exciting to have
Holly Blakey on board for choreography.��H�ԡ� Guys, erm, can you just ensure
that when you're at your number twos here,���C�u@��
������ the formation is really crisp and clear?��
(������ Are you turning around for a reason?��X�ơ��` Even if it's just like,
if you would just push me this way,��@C�u@�� ����� like here, boom, boom, boom, boom, boom.�� �١Ӂp Coming from the floor or something,
just a little bit cleaner and more simple.���C�u@��(8����� It's too long,
so we're going to run into the model.����¡��x [Holly] So? Don't forget,
no one's ever seen it before,��
xC�u@��Bx����� and it's only 45 seconds long.��������� We've been watching it
over and over again.�������H -[David] Do you love it?
-[Holly] Love it.��0C�u@��a@�ȡ -You love the other one better, though.
-[Holly] No, I don't.����ơ��H I just-- I'm feeling unsure
about that moment before start.��C�u��u������ Seven, eight. [vocalises]����¡��� One, two, three, four, five, six,
and seven, and eight.���C�u@��������� And one, and two,
and boom, boom, bah. Yeah.�� ������ -[David] That looks really good.
-[indistinct chatter]��8C�u@��Ͱ����� [Kyle] Right now,
we're heading to the Puma show.��������� I was definitely nervous,
because it's different.��h������ You know, it's like playing
in front of 20,000 people��@C�u��퐠ѡˁ does not compare to this teeny walkway.
But I'll be good, ready to go.��PC�u��x����� [♪ dramatic instrumental music playing]��蠴���( Ooh! Oh, man. Look, she got us in trouble.��
HC�u@��"`�ʡā Where are we going? Are we upstairs?
Which way? Is it this way?��
Ƞơ�� -[crew member] This way.
-They gotta shoot y'all right now.�� �C�u@��90�ɡÁ [staff 1 over radio] Okay. Heads up,
people, June has arrived.���ҡ́
x [staff 2 over radio] All ambassadors
in place, and run it from the top.��
xC�u��Np����� [indistinct chatter]��h������ Honestly, to jam 75 looks
into a small space like this���C�u@��i(����� is the biggest obstacle. [chuckles]��
��ԡ It's the anxiety of everything
that's moving parts, so many moving parts.��hC�u��� ����� William, Bolt, I'm waiting for them here.��𠞡��@ [indistinct chatter]���C�u��������� Let's try again. We can try again.��
P�š��
� [June] I played with the size
and scale in this, er, show,���C�u@���`�ϡɁ and with the set design, you know,
some things may become obstacles.����̡Ɓ� Stop, and then you're gonna turn,
and then you're gonna walk off.���C�u���𠎡�� Yes.��`�١Ӂ� I need to get her into makeup in here.
Walk with her. Walk with her. This way.���C�u@���8�ԡ Now, I think, you know, we have
the opportunity to kind of show the world��
�����
p what we can do again.����֡Ёp -[paparazzi] This way, this way!
-Knots in your stomach, fear, nervousness.��0C�u@��(�ǡ�� Just saying to myself, "Don't trip,
don't trip, don't trip."���ɡÁ` I think it's a bold one.
Bigger than what they've done so far.��
�C�u@��; �ʡā I think we haven't been here,
I think, since 2017 with Rihanna.��Ƞ����� This is an event.
We should definitely be here.�� `C�u��V����� The time is now to have some courage.��
x�� Excuse me, Mr Bolt,
they're expecting you in this group.��
xC�u��k蠰��� But on the other side of the building.��������� Somebody gave me the 411.
I was on the other side.���C�u@��������� I'm not cut out for this.��ؠ����( You're like,
"Oh, my God, I just want to go home."��������
� -Oh, my God, what time is it? It's 9:45?
-Yes.��pC�u@��� ����� [June] Bjørn wants to start right now.�������X [Bjørn] Out now. We are starting the show.����ǡ��� [June] We need everyone
to leave. Everyone, right now, guys.���C�u@���x�ȡ [colleague] All right, get your dress.
You can come this way.��������� [June] Showtime.
Everybody out of dressing.���Ρȁ8 We gotta start the show.
Nope, nope, nope. We gotta start the show.���C�u��� ����� [♪ music concludes]��(�ɡÁ -[♪ upbeat instrumental music playing]
-[indistinct chatter]��
HC�u��<0�ȡ [Winnie] Puma is such a household name,
but isn't always seen��
蠥���` in that high fashion light.��(C�u@��P0����� And I think this is, like,
a really amazing step.�� 8�ѡˁ � [Kyle] I mean, if you think
about what Puma is and what it stands for,��C�u��f����� it's a lifestyle brand,
and it's all about culture.��
𠚡��@ [crowd cheering]�� �C�u��{������ Spin, spin, spin, spin.��ؠ����� [all cheer, applaud]�� �C�u���(����� [cheering, applauding]��
p�����H [guest 1] It was amazing.
It was incredible.���C�u@��̀�ơ�� -[guest 2] Beautiful show.
-Just classic core, swag, sleek.�� �����p Incredible. I mean, June, er,
she was the, er,���C�u@��� ����� you know, the battery pack
for the whole show.���ӡ́0 -But June Ambrose is a genius.
-I just thought June did a fantastic job.��C�u�������� 'Cause you know I'm exhausted. [laughs]�������h It was a grand, grand return.�� 8C�u@��!��͡ǁ If we continue to be authentic,
not just for sport, but for style,�������` I think we'll be okay.����¡��8 I mean, I'm happy. Erm,
it looks like people are happy.��@C�u��@X����� So, that's the success.���ˡŁ
� To be honest with you, I haven't planned
that far in the future.��@C�u@��V��̡Ɓ So, what should I say? It's not the job.
It's like a life, right?��
蠹���8 So, where… wherever I am,
er, it's for Puma.���C�u@��sp�ϡɁ [Adam] I think that our job is to try
and push our other competitors��
H�ܡց
� to do something cool and if they're,
you know, looking at what we're doing and…���C�u���8�ϡɁ and saying, "Hey, you know, okay,
let's giddy up." Then that's good.���C�u@���P����� [♪ funky electronic music playing]��@������ [Kish Kash] In the streets of New York
in the 1970s,���ҡ́
� you had b-boy crews battling each other,
rapping, graffiti, beatboxing.���C�u@��ր�¡�� These were all elements
of what became hip-hop culture.����֡Ёh Style is nothing without the moves,
and moves is nothing without the style.��
�C�u���ؠơ�� So, everyone who was b-boying
and everyone who was graphing��������
H were gonna be wearing Puma or Adidas.��
PC�u@��
ؠȡ Growing up, it was Pumas, it was Adidas.
Now, Pumas was cool,��������� but Pumas had a problem,
especially the suede ones.���C�u��*����� If somebody stepped
on your Puma with mud,�������` grease, or oil, you ruined.�� C�u��A�ϡɁ The Adidas, the Superstar was perfect
for us because it was durable.���C�u@��W�֡Ё That was synonymous with what was going on
in the streets of New York City.����ˡŁH It was hell. You know what I'm saying?
You had to be a survivor.���C�u��v��ܡց So, these Superstar sneakers represented
the durability against all the adversity��C�u@����ӡ́ and oppression and aggression
that really existed in your everyday life.��p�Ρȁ Those sneakers also represented
what was in your heart, mind, body,��
C�u@�����ϡɁ and soul. You gotta be… gotta be strong
out here in these streets,��(�����@ but you can look good while doing it.���C�u@���`�ǡ�� [interviewer] Tell me
about not wearing laces in your shoes.��p�סс� There's a term we use called fresh.
You like to have your fresh sneakers on.���C�u@���x����� See, we just leave our old ones
in the store.��ࠥ���0 [Joseph] Fresh out the box.��蠼���� Put our new ones on
and walk right out the store.��HC�u@�����ԡ -We're Run, DMC, and Jam Master Jay.
-We're Run, DMC, and Jam Master Jay.��РˡŁ Put rap music on the map.
Put your hands together for Run-D.M.C.��(C�u��0����� -[presenter 1] Run-D.M.C.
-[presenter 2] Run-D.M.C.��@������ The undisputed kings of rap music.��HC�u@��/��աρ [presenter 3] Run-D.M.C.'s string of gold
and platinum records has made it��0������ the most successful rap group of all.��
PC�u@��G�ơ�� And these guys are the reason
why rap has become as popular��@������ with White audiences
as well as Black ones.�� �C�u@��\Рġ�� When you're walking
around Europe, do you dress this way?�������� -No, We wear--
-Nah, we wear Adidas. Adidas shoes.��
�C�u@��r������ I think Run-D.M.C. made us understand��0�֡Ё� that we had a place in the world
that we thought we didn't have a place in.���C�u@���P����� I've been wearing these sneakers
since I was 15.��Р͡ǁp Not these, I have a different pair,
but this type of sneaker here.���C�u@��� �Сʁ It was so new, so fresh, and the way,
again, it just gave us as kids,��(�סс� this new platform to kind of look at,
you know, again, dressing and styling,��0C�u@��� �Ρȁ and it's something that felt
really authentic to us and who we are.��@�աρX [Beckham] You know, when you see people
like Run-D.M.C. wearing the brand,��@C�u@���0�š�� that's what made it cool.
And I wanted to be part of that.����ӡ́� Run-D.M.C. changed the whole way you think
about sportswear and fashion.��PC�u��x����� [crowd cheering]��
P�̡Ɓ
� ♪ My Adidas walk through concert doors
and roam all over… ♪���C�u@��6P�ǡ�� Wasn't looking for a deal.
Just wanted to make a dope record��
x�֡Ё
� about the sneakers that we love,
you know what I'm saying? So, we did that.��
C�u@��N������ ♪ My Adidas ♪��P�����
� [♪ song concludes]��������� ♪ My Adidas standin' on two fifth
My Adidas! ♪���C�u@��nh�͡ǁ [Joseph] You know what a bullet means?
That it's going to the top.�� `�ǡ��
Adidas could never even buy
this much promotion we give 'em.��
�C�u@�����ݡׁ At the time, Adidas wasn't doing so well.
You know, they're just tryna figure out,���Ρȁ` just how do we transition
into the next phase of this company here?���C�u@���P�ϡɁ All of a sudden, they start hearing
about this thing called hip-hop.��������� "What is that?"
About this group called Run-D.M.C.���C�u@���(�̡Ɓ And they made a record
about their sneakers. What? What the hell?��0�ˡŁ� So, they sent a young man
named Angelo Anastasio to investigate.���C�u���@�̡Ɓ I always made my job while working
for Adidas to see what's next.���C�u@�� X�� What's the next hot thing
that we can promote the brand?��
������ So, I flew to New York.
I went to the concert.��C�u��ؠ���� [crowd cheering]�� ��ۡՁ� [DMC] Sold out Madison Square Garden,
40,000 people, we running through our set,��C�u@��9�� we get to song number seven,
Run says, "D, take it off."�������� I hold up my sneakers.
I was like a superhero.���C�u@��S������ I was like the mighty Thor
holding my hammer up��H������ -and lightning striking it.
-[lightning crackling]�� �¡�� And then, he asked me, "What is that?"
And I go, "My--"��
(C�u��oH�١Ӂ ♪ My Adidas walk through concert doors
And roam all over coliseum floors ♪��xC�u���8����� ♪ I stepped on stage, at Live Aid ♪�� ����� ` ♪ All the people gave
and the poor got paid… ♪��C�u@����ɡÁ Not one kid did not take his shoe off
and wave 'em in the air.����ơ��� It was something so organic
that never in my wildest dream,���C�u@�����ҡ́ and I got very emotional about it
because I feel like crying, you know?��Рڡԁ
p Never in my wildest dream, I thought
that three guys could sing about one shoe.��C�u@���РˡŁ White, black, stripes, Adidas Superstars.
And that would happen.���� The very next day, I got on a plane
and I went to Germany.��
C�u@��P����� Horst Dassler was in charge
of the company.����ȡp He set up a meeting
with his top marketing people, PR people.���C�u@������� Horst also believed for him
to make it globally,��`������ -he had to be successful in America.
-[crowd cheering]���C�u@�.��ʡā [Angelo] If a trend starts in America,
it will start worldwide.�������� And Horst was determined to do it.��HC�u��OX�̡Ɓ [DMC] So, a couple of weeks later,
they gave us a million dollars��������� and unlimited tour support.���C�u��g����� That's very rock and roll.��@������ -[♪ upbeat instrumental playing]
-[crowd cheering]��C�u��{��֡Ё We was the first non-athletic entity
to receive a major apparel endorsement��XC�u��������� from a sports apparel company.����¡��� We got the suits. We got the hats.
As a matter of fact,�� C�u@������� we even got the socks.
You know what I'm saying?����¡��� [Emory] Run-D.M.C. showed us
how to really be partners,��hC�u���X����� you know, with a brand in that moment.��
�����
x That killed it.
That was the signal for the future.���C�u@���ؠʡā That was the big marketing road
that led to where we are today.�� �ʡāX Run-D.M.C., that collaboration
is really what set Adidas apart.��hC�u@����ۡՁ You think about the first non-athlete
that was ever signed to a brand like this,��@��� and it was Adidas.
Adidas was the first one that did it.��0C�u@���סс And that opened up the floodgates
for everyone from Kanye West to Bad Bunny.��������X [♪ music concludes]���C�u@��8x�š�� [George] It's crazy to think
that at one point in history,�� ��̡Ɓ � there was only Adidas and Puma
who had to worry about each other.��C�u@��Pؠ���� They were the only competing rivals.����֡Ё Rivalry, having a competitive attitude,
instinct, just leads to innovation.���C�u@��s8�ơ�� It's a competitive business.
I'm grateful for the challenge��(�ġ��x when a competitor
brings out something highly innovative,��C�u@���@�ǡ�� because it drives that competitive spirit
within the company��
p�����
� to strike back and build something better.���C�u@���X����� -My favourite sportswear brand?
-Top sports brand?�������` Mm…��`�����8 -Er…
-Is it possible to like both?�� �C�u@����ڡԁ Do you want me to pick one or the other?
Is that really what you want me to do?��8�����x [speaking Japanese]�� �C�u���X����� Mm. Nike.������
P -[chuckles]
-Nike.�� ������ -[laughs] Oh, I see what this is about.
-[laughs]���C�u���H����� I do like Nike a lot.�������� -My favourite shoes are Nike.
-Nike?��p������ -Yeah, Nike.
-Yeah. Nike.���C�u��(����� You just gotta do it. That's it.��ؠ����� [♪ dramatic instrumental music playing]��pC�u@��*��ܡց [George] Phil Knight and Bill Bowerman
noticed a growing interest in road running��
蠲���8 and approached Adi Dassler with an idea.�� �C�u��B�š�� So, they wanted to make
some running shoes for the masses,��
������
� as running was becoming so popular.��HC�u��W������ [in German] Phil Knight asked Adi Dassler��
Ƞ���� to produce 300,00 pairs
of white shoes for him.��
�C�u@��o����� "No, I cannot do that."�������� 8 [in English] The Germans, "No, no, no."��x�����( You run on the grass,
you run on the forest,�� �C�u@��������� not on the road. No, no, too dangerous.�� �ġ��� [Helmut in German] "Why do you need
so many white shoes?"�� �����p "I need them for the street."��hC�u@��� ����� So, Phil Knight and Bill Bowerman decided�� �ҡ́p to do it themselves and started up
a company called Blue Ribbon Sports,��PC�u���X����� which later became Nike.��
�����( [♪ music concludes]���C�u�������� Nike were the disruptor in the '70s, '80s,�������h and they really did well
off the jogging boom,�� �C�u@���x�ɡÁ off the sort of physical fitness,
exercise boom in the States.��������� [♪ upbeat instrumental music playing]��x������ [indistinct chatter]���C�u@���ǡ�� When Nike burst on the scene,
they were the disruptor brand.������
H They were the ones
who were doing things differently.��XC�u@��-࠺��� [announcer]
What fiend would steal Air Jordans?����ɡÁ� Their approach actually was in that space
of being rebellious.���C�u@�F������ It's gotta be the shoes. The shoes. Shoes.
The shoes.��
������p Throughout their history,
Nike told stories��HC�u��a蠯��� better than any other brand in sport.��0������ -I am not a role model.
-[indistinct chatter]���C�u@��v`�١Ӂ I think what Nike also did really well
was, like, capture the American spirit.����١ӁH Which is this, like, anything is possible,
we can do anything, we're American.���C�u���P����� -Just do it.
-Just do it.�������� 8 [♪ music concludes]���C�u�����ʡā The rise of Nike was also due to the fact
that Puma and Adidas,��`C�u@���P����� you know, were so focused on each other.��0�ϡɁ� -[♪ soft instrumental music playing]
-On the one hand, this genius��
(����� in making great sports products.�� `C�u@��� ����� On the other hand, we were,
to a certain extent,�� ��ϡɁ � ignorant to what's coming out,
especially from America at that time.���C�u@���@�ǡ�� Adidas and Puma pretty much had
the marketplace on lockdown.��0�����` They got too comfortable in their success.��@C�u@������� [Armin in German]
But a trend has emerged that,�������� to put it succinctly,
says beauty before quality,��HC�u��>ؠ���� and we were not prepared for that.��p������ We just weren't competitive
in the first place,��
�C�u��W`����� against the newcomers in the US market.��
�����
� And we'll have to adapt.��
PC�u@��}���� [Grancio] You know,
I think Adidas believed they had���� such dominant market share
that would continue on forever.��
P�ӡ́ And as Nike came in with Michael Jordan
and changed sort of the approach��
�C�u@��� �Ρȁ to building product and the approach
to marketing and storytelling,����̡ƁP set them on a 40-year path
that they're still riding the wave of.���C�u�����ˡŁ In 2013, Adidas held only 8%
in the sports shoe market in the US���C�u���蠲��� and Nike dominated with 50% at the time.�������� They're searching for ways to re-enter��XC�u���8�ơ�� what is the big sports
marketing conversation in the world.������
H [indistinct clamour]���C�u�����աρ Kanye West frankly shocked the world
by announcing his departure from Nike���C�u@�������� to partner with Adidas.��Ƞסс@ [Kanye] I left Nike because Nike wouldn't
give me a percentage for my shoes.���C�u@��*Ƞ���� Is the hope
that there's some sort of halo effect,����̡Ɓ that other Adidas shoes become cool
because of these Kanye shoes?��
(������ That's exactly it. It's marketing.���C�u@��B��ҡ́ [Franklin] Kanye West is one
of the most popular musicians of all time.��
�����
p He is a phenom. He's got the Midas touch.��
�C�u@��^X����� -[crowd cheering]
-[shutter clicking]�� �����x [indistinct chatter]�� 8�աρ Kanye's a controversial figure,
but Adidas knew that when they signed him.���C�u@���Рá�� It may have been
part of the reason why they signed him.�������
p If someone's gonna go out
and do these viral moments��
�C�u@���X�¡�� that people are gonna be talking about
in the millions,�� ؠݡׁ
( erm, they're obviously gonna do something
in terms of bringing eyes to your brand.��@C�u@�����ϡɁ [George] The Yeezy Boost 350,
which was one of the first to release,��������� was something that appealed
to everyone commercially.��pC�u@���8�ӡ́ This is when Yeezy mania started.
Like, everyone wanted a pair of these.���š��` [worker] Hey, you guys! Move back some.
Just a little bit.��
�C�u@��蘒���� [ProZECH] People lining up,
camping out for the shoes.��0������ I've been here for two weeks.��������� -[indistinct chatter]
-We had tents.���C�u@�������� Just turned into pandemonium.��P������ We were getting robbed
for kicks and stuff.���ϡɁ� Like, people were waiting outside shops,
like, trying to rob people.��XC�u��!������ [indistinct clamour]��x������ Every release was completely sold out.��������` [indistinct clamour]���C�u@��>@����� Not only did they sell out
the first round,��X������ they sold out the second round,
the third round.��0�����P The shoe was selling out
for three years straight.��
�C�u@��X��ȡ At the time, it felt more valuable
than a Rolex or something.����� [Emory] You know, you agree with them,
disagree with them,���C�u@��n`�ҡ́ or whatever the case may be,
but when you talk about sneaker culture…��Рǡ��
H That's the hype Kanye really did create
and bring to Adidas.���C�u@��� ����� -Yes, Yeezys. Yeezys, my God.
-I'm a big fan of Kanye.��
x�١Ӂ
� And everyone knows that, you know, I'm…
I'm the leader. I'm the king, right?��
�C�u���(����� So, a king can't live
in someone else's castle.��
�����
P A king has to make his own castle.���C�u�������� [phone chiming]��`�ǡ��@ -[keypad clacking]
-[♪ pensive instrumental music playing]��C�u����¡�� Breaking news
over Kanye West's repeated anti-Semitism.�������X [phone chiming]���C�u�����ԡ [reporter 1] West tweeted he would go
"Death con three on Jewish people."��xC�u@����ϡɁ [reporter 2] Tonight, a growing number
of companies are cutting ties��
������
� with Kanye West.���ҡ́( [reporter 3] Fashion house Balenciaga,
Vogue, The Gap have parted ways.��PC�u@��(x�ѡˁ [reporter 4] Adidas has been under fire
for its association with West.��
�ʡā
p [reporter 5] We have dropped
Adidas athletes for using steroids��
�C�u@��A ����� and being difficult to work with,��@������ but we're unwilling
to denounce hate speech?�� �ȡ0 [reporter 6] Tonight,
there's a harsh new spotlight on brands���C�u@��_(����� and the real cost of staying silent.��h�ϡɁ8 [Matthew] Anti-Semitic comments
are not cool, like, any… anywhere,��
�C�u@���p����� but especially Adidas
being a German company.��@������ -With ties to…
-[Matthew] Yes, I mean, the--���Сʁ8 …the Nazi party, historically.
You know, way, way, way in the past.��
�C�u���(�� Who was the Nazi?
I-- Do you know? Were they both Nazis?���C�u@���蠴��� [in German] It was like this.
One must…���ǡ��@ always look at the circumstances
of the time. When was that?��������� That was all between the wars.�� 8C�u@��蠬��� Everyone was trying to stay alive.�� ��֡Ё� [Michael Dassler in English] Yes, they had
to be members of the Nazi party.��
�C�u@��/H����� Well, "had to be."��������
� [O'Connell] Rudi, he got conscripted.�������8 At the age of over 40.
Had to join the war.���C�u@��U������ He wasn't really fighting.
He was too old for that.��0�͡ǁ� As far as I know, he was in a customs unit
in somewhere in Poland.��C�u@��u蠿��� [O'Connell]
Adi started working as a radio operator.�������0 But they needed him
because of his technical ability.��C�u�����ڡԁ So, they brought him back to the factory.
They produced shoes for the soldiers.���C�u��� �סс But then they were just told "shut down"
and converted into an arms factory.�� C�u@���ؠѡˁ Rudi turned on his brother and he said,
"Look, you have the influence.��
H�ȡ
� "Get me out of the war.
Get me to join you." But he couldn't.��
C�u��߈����� [Sigi] He felt disadvantaged
and constantly assumed��������� that Adi was behind it, being drafted.�� C�u���8�ϡɁ [in German] Supposedly to get him
kicked out or taken off the field.��0C�u�� �š�� [in English] So, hmm. [chuckles]
Some not-so-nice business��(������ going on here.�� C�u@�� -��ɡÁ [Kelvyn] This is, like,
a really ugly moment in their history.��
�ˡŁ
� You know, with Kanye's comments,
this is just being brought back��
�C�u�� F������ into the spotlight in a way
that none of them want�� 8����� � to be associated with.�� C�u@�� b(����� [Matthew] Just optically,
for a German company…�� ����� ` -[Brendan] Yeah.
-…to, like, try and brush off��
(C�u@�� v ����� -anti-Semitism just looks so insane.
-[Brendan] Yeah.����¡��� So, anytime there's a brand crisis,
my team is engaged.���C�u@�� �(�š�� We're always watching
the consumer response and sentiment.��
𠷡��@ We think about our values
and our strategies��Рȡ` and what it is we want to achieve,
and we march towards that.��
pC�u@�� ������� I won't speak
to the Kanye situation specifically.��0�ơ��8 -[Brendan] Adidas should dump Kanye West…
-[Matthew] Yes.�� �C�u@�� �Рѡˁ …because this stuff he's saying is foul,
unacceptable, anti-Semitic.��
�ġ��� With anybody else,
Adidas would have rushed to drop them.��@C�u@�� ��ȡ But because Kanye West's business
is so significant for them,��
p�ȡ
� that's why they're not just being like,
"Okay, this is over."��C�u��!Ƞ���� [Jan] As Adidas, we have clear values.�� `�¡��
( We can't allow any of our partners
to make anti-Semitic���C�u@��!10����� or hate comments.��𠨡��@ This clearly crossed the line.����ġ�� [reporter] Sportswear giant Adidas
announced this morning�� `C�u@��!H����� it is terminating its partnership
with Ye immediately.��
������ In a press release,
the company said, quote,���C�u@��!^������ "Adidas does not tolerate anti-Semitism…"��H�סс� [Jan] We will have the New York Times,
we will have the Wall Street Journal,��
�C�u@��!rX����� Reuters, right? I mean--��P������ Also, they are a little bit,
er, the usual suspects.��
Ƞ����� I'm pretty clear on China.
I'm pretty clear on Russia,���C�u@��!��סс what they can say and will say.
I think the key topic is really easy. Erm…���͡ǁ@ Employees are generally interested in how,
erm, are we proceeding,���C�u��!�@����� erm, what's gonna happen.��Ƞơ��@ Some comments were it took us too long
to make the decision��C�u@��!��ǡ�� but at least the decision is made
and the decision is, like,��������� super clear, right?��������
� It sounds easy for people
that do not run a business.��
C�u@��!�8����� It was easy probably for some other brands�������� because they didn't run
a business with it.��Ƞ����` So internally,
there are some complexities, right?��
PC�u@��!�8����� A lot of employees, a lot of suppliers.������ It's not just that
a couple of board members������@ decide everything on such a business.���C�u@��"H����� -[indistinct chatter]
-[Harm] Okay. Good.�� ��ӡ́
� It's the right decision, no question.
But we've got to do it diligently.��PC�u@��"2��ҡ́ [reporter 1] Yeezy brand once brought
Adidas nearly two billion dollars��
蠚���8 in annual sales.��������` Critics say Adidas was putting profit
ahead of ethics.���C�u@��"SX����� Amid tumbling stocks,
the German sneaker giant��
������
� severed ties with the artist.��ؠ̡Ɓ [Kasper] Yes, there were some claims
about toxic work environment�� 8C�u@��"l������ in the past, even before this Yeezy stuff.��H�֡Ё� [reporter 2] Kaspar Rorsted leaves
at a cost of 60 million euros to Adidas.���C�u��"�x����� The question is,
who will be his successor?��
C�u@��"��ˡŁ [Jan] I mean, I can't really say…
say more than… than we put��������� into the press release, right?��𠺡��8 As the CEO transition
there will be speculation�� `C�u@��"����� who could be a possible successor.��������H You don't expect me really
to speculate on names,�� ��סсH but I mean, you will also understand,
as a company, we will announce when…���C�u��"� ����� when the announcement is due, right?�� C�u��#������ [♪ pensive instrumental music playing]��
�C�u@��#��ɡÁ [reporter 1] Breaking news coming out
of Germany this morning.�� ؠ����
( [reporter 2] A remarkable transfer
is causing uproar�������� in the sports apparel industry.��@C�u@��#8࠼��� [reporter 3] Yes,
Adidas has announced a new CEO,��������H and it is a very surprising choice.���ϡɁ� [reporter 4] Almost a year already,
they were looking for a new CEO.�� �C�u@��#R��Ρȁ [reporter 5] With Wall Street signalling
the need for a turnaround.�������h [reporter 6] In the past,
there were a few things��������p not going that well. Kanye,
the stock prices,��
�C�u@��#r`����� and now something needed to change.�� ������0 [reporter 7]
Adidas have announced a new CEO.���ҡ́` -[reporter 8] The Puma CEO, Bjørn Gulden.
-[reporter 9] Bjørn Gulden.���C�u@��#���ơ�� -[reporter 10] Bjørn Gulden.
-[reporter 11] Bjørn Gulden.����ơ�� -[reporter 12] Bjørn Gulden.
-[reporter 13] Bjørn Gulden.��X����� [reporter 15]
Bjørn Gulden is moving to Adidas.���C�u��#�ࠐ��� Smart.����ɡÁ � A great business strategy
is if you ever see someone coming up��0C�u@��#�8�ϡɁ on your tail, you don't want that person
to keep racing next to you.�������� You want to bring them onto your team.���C�u@��#�¡�� [reporter 1] Given the two companies'
historic rivalry,�� 8����� � it is a very notable move indeed.��Р͡ǁ` [reporter 2] I think they're going
to be devastated at Puma today.��C�u@��$P�ʡā [Kerstin] It's a surprise. I mean,
I didn't expect that either.����ġ�� Erm, and, erm, obviously I knew
that there was a vacancy.���C�u@��$>H����� And I absolutely had
not made that connection.��
(�ӡ́X Erm, so I had not expected him
to… to move across the road. [chuckles]��`C�u@��$i�ơ�� [Helmut in German] And it came
as a shock to me, of course.��
�Ρȁ� [chuckles] He didn't tell me.
He just wrote to me, "Sorry, Helmut."���C�u��$� ����� He wrote two things to me.
Two words, "Sorry, Helmut."���C�u��$�p����� Two words.��`C�u��$�Р���� [♪ music concludes]�������� [♪ theme music playing]���C�u��%������ [♪ theme music concludes]���S�k @�����ȷ���������
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