All language subtitles for Sneaker.Wars.Adidas.V.Puma.S01E03.1080p.WEB.h264-GRACE[EZTVx.to]

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These are the user uploaded subtitles that are being translated: Eߣ�B��B��B�B�B��matroskaB��B��S�g�M�t�M��S��I�fS��M��S��T�kS���M��S��S�kS���XM��S��T�gS��:�O�I�f@�*ױ�B@M��libebml v1.4.5 + libmatroska v1.7.1WA�mkvmerge v95.0 ('Goodbye Stranger') 32-bitD��ACJ�Da� ��ԑ��s��ތ�i���4��C�f�T�kĮ�ׁsňej{�tj�������S_TEXT/UTF8"���enSn�English (UK) [CC]U���DC�u����ġ��-[wind howling] -[♪ pensive instrumental music playing]���C�u@��c�¡��[reporter 1 over radio] Revenue last year declined 36%.�� ��ɡÁ �One point three billion dollars worth of sales lost this year.�� @C�u@��z�¡��[reporter 2 over radio] When you take a look at Adidas,����ġ���the company needed to do something to turn things around.�� �������-At least… -[reporter 3 over radio] Yes.���C�u@�炎��ǡ��…that was the message that we're getting from Wall Street.��������HSo, it'll be interesting to see how this new CEO�� ������ approaches maybe future partnerships.�� `C�u@�炯x�����[reporter 4] It's the German sportswear manufacturer's��X�ơ���first annual loss in more than 30 years, and comes after…�� �C�u@���(�ϡɁ[reporter 5 over radio] This guy is inheriting a house on fire here.�� ������ He has a lot to clean up and it's unclear…�� �C�u@���P�š��-[indistinct chatter] -…when any efforts by him to do so�� ������ hwill start to appear in this company's financials.����ϡɁ`-[♪ inquisitive music playing] -[Harm] Bjørn is a very authentic,�� C�u��������you know, product geek and sports romantic.�� �������He sounds like the right one,��C�u��(�ġ��but also that we will see in three or four years from now�� 𠧡�� hwhether he was the right one.���C�u@��"(�Сʁ[Beckham] I'm very personally excited to be able to work with Bjørn,�� p�ҡ́�to be able to know exactly what he did over the other side of the road,���C�u@��CH�����and now, he's bringing it here.��h�ݡׁ-[♪ pensive instrumental music playing] -[Erika] I'm trying not to get caught up�� �C�u��Z�����in some of the hearsay and rumours.�� Р����`I think that this brand needs strong leadership.�� hC�u�����¡��[interviewer 1] Why do you think Adidas brought you in?�� h������Why do I think they brought me in?��@C�u���0�ԡ΁I would hope because I'm the right person to be a catalyst for the change���C�u@���p�����that is needed.��蠳����[♪ dramatic instrumental music playing]��h�ơ�� �[Bjørn] I think arrogance and complacency in this industry�� �C�u���ࠦ���is the most dangerous thing.���͡ǁ �And I think that Adi needed someone again that knows the industry,�� �C�u@���H�����and to focus on the things that are really important.�� (�Ρȁ�[Beckham] The leadership within Adidas is the most important thing.��@C�u�� Рԡ΁And when you have a leader that leads the whole family, the whole team…���C�u��!������-[indistinct chatter] -…that starts at the top…�� @�����Pthere's no stopping where Adidas will go.�� C�u@��A��ΡȁAdi, for me, has always been the company that focused most on doing���������the best product for the athlete.���C�u@��Z������…goals after coming off…���١Ӂ8[Bjørn] And then I think during COVID, and all the complexity in the world…�� ��ۡՁ�-By all accounts, it seems like Yeezy… -…Adi was focusing too much on things���C�u��u������that were not the core…������� �didn't take into account that the world has changed.��pC�u@����¡��There has been a time where Puma has done a better job.�� ������ �Right now, we need to do a better job at Adidas.�� C�u@�����ΡȁAll the ingredients are there, we just need to bring it back again.�� @����� �-[grunts] -[music stops abruptly]��@C�u@���Ƞ̡ƁI was such a good shape. I came over the hill, and it felt great.�� ����� �I just came down quickly,��`�ġ���-and the skis went from each other. -[indistinct chatter]�� �C�u��8�����And then I fell, and then the ski broke.�������� And I hit my head, and it's hard, you know?�� C�u��������[♪ brooding guitar music playing]�� ������See how it goes.���C�u��,������[speaking indistinctly]��𠗡��@[Bjørn] Yup.���C�u��_��ơ��You know, being a CEO for Adidas is not a job, it's a life.��0������So, you live that 24/7.�� hC�u@���Ƞ����I don't know what else to do. I'm not an office guy.�� `����� �Being visible in the organization,���¡���and being where the core of your business is important.�� �C�u@���X�����-[indistinct chatter] -How do I look? Bad?�� ������`[interviewer 1] You look a bit battered.��`������[exhales, pants]���C�u@���ؠ����[interviewer 1] You made it though.����ءҁ-Oh, sure. I never give up. You know that. -[♪ dramatic rock music playing]���C�u@����ѡˁ[Beckham] The shoe culture is bigger now than it's probably ever been.�� x����� [crowd cheering]��蠷���P[Ulrich] Puma and Adidas, they started this,��@C�u@����Ρȁand millions and millions and millions of dollars are going around.�� h�á�� 0-[speaker 1] The floodgates opened up. -[crowd cheering]�� C�u@��������-[fan 1] Stripes. -[fan 2] Stripes.�������`[fan 3] Three stripes. [laughs]���ɡÁ�[speaker 2] There were three-striped shoes all over the place.�� �C�u@��,p�����I wanted to be part of that.��Ƞá��-[crowd cheering] -[June] Streetwear has become fashion.����ȡx[speaker 3] Puma was late to the dance. Adidas was way ahead.�� �C�u@��Fؠ����[Neymar Jr] Puma had to step up.��Р���� Very dubious business they are doing over there.�� 8������Big suitcases with money. No contracts.�� C�u@��d������I think anybody in my shoes would have done the same.�� ��á�� �[Erin] We wanna beat them. There's no question about it.��ȠȡI heard something happened, like, with Yeezys and Kanye West.��C�u@��~𠮡��[O'Connell] Financially, a disaster.��X�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.�� C�u@����͡ǁ[journalist 1] More than a match of the world's greatest athletes,�� `����� �it is also the battleground for the great sneaker war.�� C�u@�����͡ǁ[Horst] If it wouldn't have happened, somebody would have come up,��蠸��� 8and written a story about it. It's so unique.�� 0C�u���8�����-[birds chirping] -[traffic rumbling]���C�u@��������[interviewer 1] So, tell us, how did you find out��ؠ����Pabout Bjørn leaving?���ҡ́ �I was informed as early as possible. And yeah, it was quite a surprise.���C�u��"������[♪ dramatic music playing]�� �������[mobile phone ringing]�� xC�u��CX�����Hi. It's a bit busy, yes. [chuckles]�� ������ pI was told by Bjørn that he was gonna leave.�� �C�u@��f������[indistinct chatter]���ȡ`There was an email. Friday afternoon, phoned up Helmut again.�� ��š���"Helmut, have you read the news already?" "No, what news?"�� �C�u@���Ƞ����I think it was a shock to all of us,��h�̡Ɓ0but it's the people of Puma that actually have to make this work.��蠶����Right, so, I've received a lot of requests.�� C�u@���(�����I'm keeping a list.��8������Hello, I'm fine, thank you. How are you?�� �ܡց �Right now, I don't have anything to say beyond the press release that we put out.��PC�u���P�����The evening of that day, I popped by his office,�� ������ Hand then we had a little chat.���C�u����ˡŁHe basically handed me the draft of the press release, and said,��x������"This is what's gonna happen."��xC�u@���࠼���[Bjørn] You know, my contract was running out…��������[laughs]��蠘��� 8…end of '22.������� �For whatever reason, I didn't have a non-compete.��0C�u@����ʡāI hope you can go higher than that, guys. You're on television.�� ����� xAdi decided to have a change.��������8How that happened, and why it happened, I don't know.��HC�u��#�����Maybe it's destiny.��������I think anybody in my shoes would have done the same.�� �C�u@��9p�¡��I don't know why I should have done anything different.����¡�� �I left on good terms, and the company is in good shape.�� C�u@��Q�����[interviewer 1] Are there some people in the company��x������who have taken it personally?���������I think so, yeah.���C�u@��jР����There's a huge brand love of everyone here.�� ��ҡ́ �Everyone stands behind the brand. Some people, yeah, were disappointed.��XC�u@�����١Ӂ[Helmut, in German] It's the first time that something like this has happened,��Р���� that a Puma CEO moves to Adidas.�� �C�u@���������That's for sure.��蠰����For me, personally, a world has ended.�� P�����H[♪ pensive instrumental music playing]��HC�u@��Ĩ�����[Helmut] That he is going to Adidas,��H������he has to come to terms with that himself.�� 8�����p[in English] It's a pretty cool life, right?��C�u@��݀�����-Very cool. -This is work.��蠖���8[both laugh]��h�š�� [Max] I think Bjørn was an absolute master at making sure�� �C�u@�����ˡŁthat everybody felt like they were part of this revival journey.��`�ϡɁ�If you have that type of approach, and that type of magnetic energy,��8C�u@�� �ɡÁany time you leave, you're gonna have very visceral reactions.�� Р�����I hope he sees this. [snorts, laughs]��C�u��8 �ȡHe'll say that I'm brown-nosing, so this is funny. [chuckles]�� @����� �But it's true, huh? Okay, so…��0C�u@��KР����[interviewer 1] Is he still part of the Puma family?�� ؠš���Well, he has left, so… [laughs] He's not around anymore.���C�u@��nX�����So, no, he's not part of the Puma family.��`�ˡŁ�-[♪ brooding instrumental music playing] -[indistinct chatter]�� xC�u@���ؠ����[Kerstin] What matters is, I have a new boss,�� Ƞá�� and we've got some work to do. His name is Arne Freundt.��@C�u���8�����He's been with Puma for 11 years,�� �����pand has had various roles within that time.�� (C�u@���x�����He knows the company inside out.��X��ځ �Bjørn had told me quite some time ago that it was the plan to have Arne succeed him.��@C�u@���������[indistinct chatter]�������h[Helmut, in German] Now, Arne has to make it happen.�� ������HIt's quite simple.���C�u@���x�����[Arne, in English] Hi, guys.��蠸��� 8Yeah, I think if you look at my time at Puma,�� 8�ġ���it feels like everything has been prepared for that role.���C�u@����ԡ΁[Bjørn] I think for Puma, to be honest, with Arne being the replacement,�� Р���� HI think it's good for them.��`�Сʁ He worked with me for ten years, so he probably saw some good things,�� (C�u@��+�����and he can fix the things that I didn't do that well.�� �¡�� �-[indistinct chatter] -[Harm] Then Puma had a good run.�� XC�u@��AH�����The last couple of years, we didn't have a good run.�� �ϡɁ�Probably the rivalry is getting somewhat more, you know, tense again���C�u@��[`�����since, you know, Bjørn joined on our side.�� ����� �I respect Bjørn a lot.���������We have a very deep and trusted relationship,�� C�u@��u𠣡��and I work well with him,��蠽���8and now, I look forward to competing with him, eh?��0������[♪ pensive instrumental music playing]�� �C�u@�����ˡŁI would say right now that Adidas is a more complex organization����¡��than Puma, yes, and I think that's part of the problem.�� �C�u���������-Hi, guys. -[indistinct chatter]��Ƞȡ[Bjørn] It's all about putting the ingredients together here�� (C�u@���`�����so that Adi can be the most successful sports brand�� 0����� Hthat it should be, and give me a little bit of time,�� �C�u���8�����then you will see that that will work.��ࠞ����[indistinct chatter]��Р����0[indistinct chatter]���C�u@�����¡��[Bjørn] This week is about go-to-market for fall, '24.�� x����� �It's one of those milestones important for the brand.�� (C�u@�� ������-All good? -[office staff 1] All good, all good.��H�ơ���-Do we have a green room or… -[office staff 1] Say again?�� ��ҡ́8[Bjørn] We must have a green room, right? I didn't see that yesterday.�� �C�u@�� ,��ԡ΁-But where are you putting the guests? -[office staff 1] Yeah, I guess…�� ��ġ�� �[Bjørn] Guys, we don't have a green room for the guests.��HC�u�� A8�ġ��They need something to drink, they need something to eat.�� ������8Did you find it?���C�u@�� U�����I don't really understand who organizes this.��H�ӡ́�[office staff 2] But we have little… very little time, to be honest…�� �������-I know. -…sixty minutes,���C�u@�� l0�����and we have a couple thousand people.��h������[Bjørn] We all know that we can improve the business.�� @�����HWe all know that we're not making enough money,�� �C�u@�� ��ǡ��and we're not selling enough, but we are on the right track.�������`[♪ brooding instrumental music playing]��PC�u@�� �𠾡��[Rogan] What you normally find in sports businesses�� P����� that haven't really been performing�������� is they're starting to re-examine their purpose.�� (C�u@�� �Ƞǡ��If you look at Adidas in the period before Björn took over,�� @�á�� �it was the most effective, efficient, analytic business.���C�u�� � �ԡ΁But I would argue, perhaps it'd forgotten what it meant to be as a brand.��@C�u@�� ������[Arne over mic] Well, welcome also from my side.��0�ơ���Huge pleasure to welcome you to our annual press conference�� C�u@�� 𠴡��here in Herzogenaurach. I hope you felt…��0�͡ǁ [Kelvyn] I feel like with Arne, they learned the lessons and said,�� �C�u@�� H�סсlet's, like, actually lift up somebody that's worked at the brand for years,�� ��¡��`that understands the identity of the brand to its core.�� �C�u@�� 2𠽡��We show to the market that Puma is the challenger.�� ������ �The challenger in sport,���������as well as the challenger in sports culture.���C�u@�� O��ɡÁ[Rogan] Taking over from somebody who's been really successful�� P����� �is very difficult to do. It's not an easy place to be.�� C�u@�� g������Winning after winning is never straightforward.�� ����� �[crowd cheering, applauding]���ǡ���[Bjørn] What I did at Puma, and what I will try to do here,��pC�u�� ��ɡÁis use the history of the brand more so that people understand��HC�u�� ������why Adidas has grown to be what it is.�� �������Adidas created this, and together with Puma,�� �C�u@�� �蠸���they were the starting point of the industry.����͡ǁ �From the beginning to now, without them, there wouldn't be Adidas.�� �C�u�� �X�����We're living off their heritage.��0�����@-[projector whirring] -[♪ inquisitive music playing]��pC�u�� �Р����[Ulrich] The first big rivalry between Puma and Adidas�� ������ �was the screw-in stud football boot.���C�u�� 8�����We released the Super Atom,��Р����Hwhich was the first screw-in stud football boot.�� (C�u�� &8�ơ��I haven't heard the theory that Rudi Dassler is responsible�� ؠ���� �for the screw-in studs.���C�u@�� ;x�����For some reason, Adidas claimed that they invented it.��X�Ρȁ�I believe that it was Adi Dassler, Adolf, who came up with the idea���C�u@�� ^�ۡՁto do screw-in studs that could be changed based on the conditions on the pitch.��������-We released it first. -No.�� �C�u�� |𠳡��[♪ dramatic instrumental music playing]���C�u@�� �8�����[laughs]��8������If Puma claimed they had… they came out first,�� ������0they weren't able to take advantage of it.�� xC�u@�� �X�����-[indistinct chatter] -[Ulrich] Sepp Herberger,��@������the coach back then of the German national team,�� �¡���was working very closely with Rudi Dassler on the Atom,��C�u@�� 稠����the first football boot that we have released.�� ����� �He approached Rudolf Dassler saying,���ǡ���"Look, I'm promoting your shoes to the German national team,���C�u@�� �ơ��"how about I get a bit of money for this promotional work?"�� ��ȡ HRudolf Dassler back then didn't understand why he should pay.���C�u@�� &������So, he said no to Sepp Herberger.��Ƞ����"I don't pay you for this promotional work."�� ؠ�����Then Sepp Herberger went to Adolf Dassler,�� C�u�� Dx�����and asked him for that same amount of money,�� @����� �and he paid that money.��@C�u@�� Y�����[camera shutters clicking]������� `[crowd cheering, applauding]����ȡ�The World Cup, 1954, was a unique period of time for Germany,���C�u@�� {�����especially after the Second World War.��Рաρ `It was the first time they were allowed to compete again in the World Cup.���C�u�� � �����Hungary were the uncrowned champions.��蠽��� �Thirty international games without being defeated.�� �C�u@�� �������They were the firm, firm favourites.�� ؠ̡Ɓ PIf you were a betting man, ooh, you knew where to put your money.���C�u@�� �X�š��-[♪ upbeat instrumental music playing] -[crowd cheering]�� �ơ�� x[O'Connell] Against all the odds, Germany got to the final.���C�u@�� �X�����[whistle blowing]��������-[thunder rumbling] -[Sandra] It was raining.��ࠧ��� �It was pouring down that day.��`������[crowd cheering]���C�u@�� �p�����[Sandra] The German national team was also very lucky��@�����because they had Adi Dassler with them.��X������[crowd cheering, applauding]�� C�u�� `�ȡ[O'Connell] And Adi Dassler had introduced the screw-in stud,��ؠ����(the interchangeable stud.���C�u@�� &�š��[Sandra] And as it was raining, and pouring down that day,�� 8����� (the shoe gave better grip to the German national team.�� xC�u@�� >Ƞ����He used a longer stud,��ؠ¡���which meant the Germans could keep their feet better…�� h�����`[crowd cheering]��`C�u�� W(�ɡÁ…turn faster than the Hungarians, and they could run faster.���C�u�� jؠ����[crowd cheering]��࠲����And against all the odds, they won, 3-2.�� �C�u@� �������[sports broadcaster speaking in German]�� �š�� �[O'Connell, in English] And the press went into overdrive.�� (C�u�� �p�ȡHow did this happen? And word came out they had better shoes.���C�u@�� ������[Ulrich] That was the first out of many circumstances���ơ��@that helped to have Adidas becoming a bit bigger than Puma,���C�u�� ߐ�����and unfortunately, since that day,��ؠš��@the German national team is very heavily linked to Adidas.��8C�u��Ƞ����[♪ pensive instrumental music playing]�� HC�u@��H�á��[reporter 1] German football and Adidas are breaking up.�� ��ġ�� �The German national team will no longer wear Adidas gear.�� C�u��7������Instead, it's going to sport the U.S. Nike brand.�� Р���� [reporter 2] I think it's a big win for Nike���C�u@��L𠫡��because Adidas is a German brand.���͡ǁX[reporter 1] The move comes as a shock to football fans in Germany�� �š���who've seen their players in Adidas for the past 70 years.�� C�uA�m �ʡā-[reporter 3] Taking it away from… -[reporter 4] From Adidas?���̡Ɓ�-[reporter 3] From Adidas, yeah. -[reporter 4] You can't do that.��h����� H[reporter 5] They just could not believe it.��x�����It's a bit of a humiliation.��hC�u@����ġ��[Bjørn] The German national team have a public training.�� ������ pI think we have 5000 people who are allowed to watch.�� �C�u@�����ˡŁ-[♪ brooding instrumental music playing] -[indistinct chatter]���ѡˁ�[interviewer 1] A lot of media here, you're set to do some interviews.��xC�u@���蠔���[chuckles]���ԡ΁8[interviewer 1] What do you anticipate they're gonna be asking you about?���̡Ɓ [Bjørn] I guess they will ask me some questions about, you know,��xC�u@��� �����the federation leaving to Nike in three years.�� P�ϡɁ �[reporter 1, in German] What is the mood between Adidas and the DFB?�� �C�u@�� 𠿡��I would have loved to continue working with the DFB,��������but it didn't work out this time.������� p[in English] We could have bid more,��hC�u@�������and we could have gotten it if we wanted to pay.����ϡɁ �But you know, everything has its price, and if the numbers are true,���C�u@��@�����I think someone overpaid. And that's allowed.�� 0�ġ�� �[interviewer 1] What number are they saying in the press?���C�u@��U�����I think it's more than a hundred million per year.�� �ǡ���[reporter 2, in German] In retrospect, did you underestimate���C�u@��j������what was coming from the USA?��P������No.���Ρȁ Looking back, how much does it hurt you that it was not possible…�� �C�u@���(�ԡ΁[in English] Adidas is not dependent on one federation or one ambassador.�� ������ HIt's the sum of everything we do.��C�u@���𠞡��[indistinct chatter]�� �ڡԁ p[Bjørn] The crazy thing in our industry that we are part of destroying it too,�� C�u@���h�����because the money gets so big.�������� 0You know, it's this story about Pelé, you know?��������I mean, that's a public story, right?��@C�u@��������The agreement was that no one should pay money,�� 8�ҡ́ �because if they started paying money, it would be bad for both of them,�� 0C�u@����ơ��and then one of the companies offered him a 100,000, right?�� Ƞ���� @[interviewer 1] Is that real, this Pelé pact?���C�u����ˡŁThe Pelé pact is real, yeah. I know people who were part of it.��XC�u��Ƞ����-[♪ upbeat jazz music playing] -[crowd cheering]��8������[indistinct chatter]���C�u��/������[in Portuguese] It's hard to describe Pelé because…�� xC�u@��E(�����he's a player that…��������ppractically created football.��0������You can't talk about it without mentioning Pelé.��C�u@��_h�Ρȁ[Kelvyn, in English] You ask any person who has worked in football,��������who has seen the game, to describe Pelé,�� �C�u��zp�ǡ��and they just say that what he did for the football was art.�� ������ @[♪ brooding rock music playing]�� HC�u���H�����Puma didn't play nice guy in the case of Pelé.��������[crowd cheering]��`C�u����ġ��[O'Connell] When it came to the 1970 World Cup in Mexico,�� �������Pelé was by far the big star.�� PC�u@��ø�����The World Cup 1970 was the first one���ѡˁ�-that was broadcasted globally. -[indistinct chatter over TV stations]�� ؠʡā�Everybody knew this was gonna be the number one football player���C�u@���Р����for the next ten years.��������p[O'Connell] Horst did sit down with Armin and said,�� `����� "Look, let's talk business, and be sensible."�� �C�u@�� �ɡÁAs far as I know, they had this kind of gentleman's agreement.�� ������ �Nobody's gonna touch him.��������8[O'Connell] You don't touch him, I don't touch him.���C�u��)������Because otherwise, he will demand so much money,�� X������every other player will want the same.�� C�u@��A0�ǡ��-[crowd cheering] -[♪ brooding instrumental music playing]�������P[O'Connell] When it came to the final,���C�u��V������eight of the Brazilian team were in Adidas, no Puma.��������Armin became desperate.���C�u��tp�����[crowd cheering]��@�աρ�Puma decided, "Who cares? Whatever." We said, "No, we're gonna get Pelé."���C�u@���Ƞ����[O'Connell] They brought the pack to sign over Pelé.�� 0����� They weren't allowed to advertise blatantly.�� C�u@���p�����They paid Pelé, like, a ton of money to tie his shoe��������right before he kicked the ball to start the game.�� �C�u@��À�����A good marketing stunt that he tied his shoes.��h�ϡɁ[interviewer 1] There's no records of any bonus payment or anything?�� C�u���ؠ����Unfortunately not.����ӡ́(And if so, then we would have burned it straight after those World Cups.��C�u�����֡Ё[in German] We have even joked around that we'll do the same if Puma wants.��x�����[laughs]���C�u@�������[O'Connell, in English] Horst was… couldn't believe��������that Armin did this to him.���š��`It went very deep, and he swore he'd get his cousin again.���C�u��-蠹���Puma fucked him over. So, he… [laughs] Fuck.���C�u@��A������[♪ pensive instrumental music playing]��h�á���[Michael] Not always is Puma the good guys… [chuckles]�� (�����8…to be honest. [chuckles]���C�u��^0�ɡÁThat was the last chance of Adidas and Puma ending their feud.���C�u���0�����[Arne] But that's how the legacy of King started,�� (����� xwith many great players to come.���C�u@���������-[♪ upbeat rock music playing] -[crowd cheering]�� �Ρȁ 0Legends like Maradona, Johan Cruijff, who continued to kind of grow��C�u@���0�����that Puma King brand.��P�ġ���[Beckham] When you have the great players, like Maradona,�� X�ɡÁHwearing these Puma King boots, who knew what was gonna happen?�� C�u@����ˡŁFirst time I saw a pair of Pumas, I mean, I'm a huge soccer fan,�� �������and Pelé and Maradona only wore Puma Kings.���C�u@���`�ءҁ[Kelvyn] The Puma Kings really enjoyed a lot of success in the '70s and '80s,����ɡÁxbut in the '90s, what came along was that Adidas Predator boot��(C�u��P�����that really changed the game.��PC�u@��K�����[Bjørn clears throat] You've been here before?��x������Yeah.��蠭��� -[Bjørn] In this building? -Yeah.��`������[Bjørn] But not after they renovated it, huh?��XC�u@��ah�����-No. -[Bjørn] No.��蠳���8[♪ brooding instrumental music playing]���̡Ɓ xSo, I guess here's the start, huh? 1949. Puma was started in '48.���C�u@��~(�����-So, they're one year older. -Yep.��Ƞš���[Bjørn] It's amazing how they could even play with those.��������x[Beckham] Yeah.���C�u@���@�����You were faster than people thought, right?��ؠ����(-But it wasn't as… -[sighs]��8����� �No, I was… I never thought I was fast.�� 8�ġ��8[Bjørn] I think David, when you look at him as a player,�� 8C�u@��������and the way he talks, walks, everything he does,�� ��ҡ́ �he created, you know, himself as a brand. And he's kept that, you know,���C�u@���h�����and he's been with Adidas from the beginning,�������� 8so that's very unique.��P�����hHere we go. Copa Mundial, that was my shoe.�� �C�u@��눠����-The best boot. -Yeah.��P�����h-I agree with that. -After the Predator, obviously.��𠟡�� �But this boot just…���C�u@��@�ˡŁBut we used to… When I played, we used to go down a full size.�� �š�� 0First memories of Adidas have to be my first pair of boots���C�u��! �����that my mum and dad bought me for Christmas one year.�� �C�u��:�¡��What I really cared about is what players were wearing.��`C�u��O�ġ��What players were wearing, you know, those three stripes.��C�u��d�ġ��But there was no one really at the time in the youth team�� ����� �that was kind of with Adidas.���C�u��z������So, what I actually did was I got my granddad��x������to help me write an official letter to Adidas.��hC�u@���x�͡ǁ-And? Did you get an answer? -As a kid, and I got sent some boots.�� 𠞡�� @-Really? Oh. -Yeah.��`�աρI was part of the brand at that point. That's where it all started though.�� C�u���������[♪ pensive instrumental music playing]���á��The Predator was a really radical innovation in football�� XC�u@���8�ˡŁwhen it first came out. Boots had never looked like that before.�� x�ɡÁ hIt was a leather football boot with rubber control zones on it�� �C�u���蠦���that no one had seen before.������� �Interesting fact, the first Predator prototype�� �C�u@�� ࠨ���was also built by Adi Dassler.��x�Сʁ�-It's somewhere down in the archive. -He put shark skin on the upper.�� ������HMade already in 1969,��C�u@��$��ġ��who was already playing with the idea of having something�� h�Сʁ �on top of a football boot to get better ball control and ball swerve.��C�u��>��á��[Kelvyn] It was a real statement boot of Adidas' ability�� H����� �to innovate in this space,���C�u@��Tx�š��and also was at the heart of some of the most iconic goals�� �ɡÁ P-that we had seen scored. -[♪ stirring string music playing]�� �C�u��rȠ����[Beckham] I played in three World Cups.��(������I won Champions Leagues, I won premierships.�� �C�u���𠷡��La Liga, French League, the American League.�� ؠ���� �Every special moment that I had as a footballer…�� �C�u���(�����happened in a pair of Predators.��@C�u���蠿���I would say that the Predator boot and David Beckham���������really defined football in the 1990s.�� hC�u@��а�ơ��I remember I got a pair of the… the champagne-coloured…�� @����� �-[laughs] -…like, Predators.��������The faker ones, not the real ones though.���C�u@��渠����The champagne Predators that I wanted so badly.�� p����� �My first pair was Adidas Predators, the '96 version.�� �C�u��8�ΡȁAnd David Beckham and him wearing, like, Predators back in the day.��������Always quite iconic boots.��C�u@��蠮���And you've got all of these at home?��`������-I've got all of these at home. -Wow.��x�����They were talking to the archive team.���ѡˁ`I think they'd… they'd love to get their hands on some of your boots��C�u@��5������and kind of get them in the archive. I think that…�������P-I think that could be a bit… -I'm sure they would.��(�ǡ�� -…difficult to do. [chuckles softly] -I'm sure they would.���C�u@��I𠻡��-[laughs] -[♪ soft instrumental music playing]����ԡ΁And as you can see, you know, all the heroes are… [speaks indistinctly]��X�ȡ�[Bjørn] I think everybody's waiting for that next superstar,�� �C�u@��ep�����you know, after Messi, Ronaldo.�� Ƞԡ΁ �Adi has a lot of players that are knocking on the door to be a superstar.���C�u@���@�����[speaks indistinctly]�������P-[♪ music rises] -[indistinct chatter]�� Р����`[Kelvyn] With the introduction of Jude,���C�u@��������it's kind of recreating that heritage around the boot.��8������[♪ intriguing instrumental music playing]���C�u@���8�����[Bjørn] You're the face of the new Predator.���������When we watch you play, you have so fantastic energy,�� �͡ǁ8and you never seem to be tired. Where do you take the energy from?�� PC�u���8�����-Think it's in the boots, no? -[Bjørn laughs]�������� `-Er… [laughs] -[crowd cheering, applauding]�� �C�u@����¡��I think there is a lot of brand heat around Adidas now,�� ��ߡف and that's because Adidas has reminded us why we loved the brand in the first place.��C�u@��p�����Putting its umbrella stamp on global football,�� P�Ρȁ hbut then contemporise it with a relationship with current athletes,�� XC�u��������-I think was a masterstroke. -[♪ music concludes]�� P������[♪ soft mellow music playing]�� �C�u@��?@�ǡ��[reporter 1, in German] The second global company in sports,��Р���� based in Herzagenaurach, is taking massive losses.�� C�u@��U������The reasons for this rapid descent…���ϡɁ While the American competitors in particular rely on the fashionable�� ������and light shoe,�� C�u��rX�ˡŁPuma stayed with the sporty, stiff models and missed the market.��hC�u@���������Put on some Puma shoes today, that's nice. [chuckles]�� ������ �Do you change depending on who you interview or…?�� C�u@���Ƞ¡��-[interviewer 1 speaks indistinctly] -Kind of. [laughs]�� 8�Ρȁ �So, my name's Jochen Zeitz, and I was the CEO of Puma for 18 years.��(C�u@���Рġ��When I took over, Puma was, you know, the cheapest brand.����֡Ё�Armin Dassler had decided that it wanted to become the brand for everybody.��C�u���P�̡ƁWe had, like, 19 Deutschmark shoes that were made out of plastic.�������xIt was terrible.��C�u@���(�����And that's when they started selling in K-Mart,��������and that ruined its image in the US as well.�� ������pAnd the brand became, you know, undesirable.�� C�u��������We lost our mojo.���ʡā�We then, early days, had a German fashion designer, Jil Sander,��xC�u@��*������who came to us and said,��(�ȡx"Well, I would love to wear your soccer boots on the runway."�� ��ɡÁ�-[♪ rhythmic intriguing music playing] -[indistinct chatter]���C�u@��C��Ρȁ[Jochen] Why don't we reinvent ourselves as a sport lifestyle brand�� ࠲��� 0and become relevant by becoming trendy?�� �C�u@��\�ѡˁBig competitor, Adidas, at the time, you know, they were all laughing,�� ������ �and this is never going to work.���������Well, this is who we are, this is what we believe in,�� �C�u@��z������and we want to be different than anybody else.�������� �We were the first ones, really. It was very unique.�� C�u@���������Late-1990s, became a huge fashion craze.��(�ءҁ�Really turned the brand around and, you know, went from strength to strength.��xC�u@��� �����[indistinct chatter]��p������[Jochen] You don't want to just copy somebody else.�� ��ơ��You want to find the next icon that could change the brand.�� 0C�u���ؠ����-[traffic whizzing] -[indistinct chatter]��0������[♪ dramatic instrumental music playing]�� �C�u��𠞡��[indistinct chatter]���֡Ё�[Skepta] I feel like it was a chance for me to write the Puma London story.���C�u@��FP�����Here we are, Skope, Puma, Skepta, '24.��Ƞǡ��-[interviewer 2] In London as well? -Yeah, yeah. We're home.�� �C�u@��c8�ˡŁ-[camera shutter clicking] -[Skepta] Good evening, good evening.���������Yo, thanks, everyone, for coming. Follow us.�� �C�u@��{H�����-It starts here. -[indistinct chatter]�� Рݡׁ�[crowd member 1] Skepta, what he's doing, he's somebody that people really respect�� �C�u��� �����and rate as an artist.��P�ȡ `-[crowd cheering] -[♪ lively upbeat music playing in venue]�� �C�u@��� �����[♪ dramatic instrumental music playing]�� �סс 0[crowd member 2] He's transcended fashion by going through different realms.�� �C�u@�����ҡ́The streetwear, he's gone casual, he's gone couture, he's gone catwalk,��������pand, sometimes he's just mashed them all together.�� C�u���������[crowd cheering]�������� �-[camera shutter clicking] -[indistinct chatter]�� �C�u@����ġ��[designer] He's also made it a little bit more intricate,�������Xlike this or this, I think, or this bottom right.�� ��͡ǁSo, we talked about having, like, the… the straps on the inside,�� @C�u@��0�����so you can wear the jacket.��ؠɡÁPDo you know what I mean, like the 2.0 of the rest that we made�� 8�ˡŁ�in the first collection, or are we going completely different…���C�uA�8������-I think it's gonna be quite… -…shape?�������`I think it's gonna be quite a different shape…����ȡ �[crowd member 2] The thing I think Skepta's doing differently���ϡɁ�from other brand ambassadors is that he's actually embedding himself�� C�u@��Xؠơ��into the brand, so it's not a brand telling him what to do.�� H����� �I feel like he's telling the brands what to do.�� C�u��p蠿���I think, in general, when we talk about ambassadors,�� 8����� �we need to have that conversation of,�� �C�u@���������"Do you really want to collaborate with Puma��h������"or do you really want to be part of the Puma family?"�� �סсXWe had a very honest conversation about where we think he can really help us�� �C�u@��� �����to get into a… a different space of the business.�� h�á���[George] Cos Skepta's a London-born grime artist, right?���C�u@��˰�����People have a lot of relationship to him and Nike,�� ࠻��� Xcos Skepta was wearing Nike when he started out.���C�u@���8�ʡāTo see him move to Puma was met with mixed reviews, definitely.����ϡɁ8I cannot talk about how other brands are treating their ambassadors,��C�u��Р����but I can talk how we do it.���ɡÁHTalking specifically about Skepta, he's one of the ambassadors���C�u@��(��ӡ́that have come to the headquarter, has spent days with our product team,�� p����� �has spent days reviewing our archive,�� �C�u��A��ѡˁand that has a lot to respect not only to us, but also from us to him.��C�u@��XȠ����The upper is inspired from the PG Patent.�� �ơ�� �We saw the green and white one when we were in the archive,�� �C�u��r��ʡāand I knew straight away that Puma have some of the best soles.��xC�u������ځInitially, when I go to design, it's like I'm designing from just pure magic, like…���C�u@���������not being able to afford it when I was younger,��Рȡ going into a… a store with my mum and going into JD Sports.��PC�u@�����͡ǁI'm looking at shoes, and I wish that I could get it, and I can't.�� h������Just that magic of that… that feeling, you know?�� �C�u��Ҁ�աρSo, when I design, it's all I have. I… I can only design with the magic.�� pC�u@���x�����[George] The shoe with, like, the iridescent colours,�� ��ȡ Hit represents what they wanted, which is what it's all about.�� xC�u@���ǡ��It's authentic to Skepta. And that's what this is all about.��(������-Yeah, here we are. The Skope. -[crowd cheering]���C�u@��p�ԡ΁-[laughs] Thank you. Thank you. -Shoreditch, London. Thank you very much.�� H�ǡ���The Skope is out now. Tell a friend to tell a friend. Peace.��C�u@��Y0�ơ��[Kelvyn] So, it's one thing to be big in Britain, you know,�� ����� hthrough Skepta and that London culture,��HC�u@��m0�ȡbut we all know the money and the eyeballs are in the States.�� ��á��-[♪ dramatic music plays, concludes] -[waves crashing]��C�u@�����֡Ё[interviewer 1] So, tell us, just quickly, what are we doing here in Miami?�� Р���� pWe have an amazing announcement to make.��C�u@���x�֡ЁWe are partnering up with Formula One for a great sponsorship, arrangement,����աρ -and today we are announcing it. -[♪ energetic intriguing music playing]�� �C�u@��Ր�¡��[reporter 1] Today, Puma and Formula One have announced�������� that they have signed an agreement together��0�����for the next few years,��`C�u���H�����that now sees Puma being F1's official supplier�� ������at Formula One races.��C�u@��8�����-Here also we got… [speaks indistinctly] -So…���ơ���[Heiko] Puma has a very long history in… in motor racing.���C�u@��P�����Our big advantage certainly is our back catalogue,�� ����� hour history in those sports.��x�ȡ�People are familiar with the pairing of motorsports and Puma.�� �C�u@��=�����…a bit more techy. We did also..��Ƞ����…this stitching detail is actually really cool.�� Ƞ̡Ɓ -[Maria] So, we've got the other one here. -Yeah. It's all suede?�� �C�u@��\��١ӁMotorsports have definitely shifted from a cultural perspective the last year.����Ρȁ0The visibility, especially in North America, have changed the game.�� @C�u��{������[Heiko] Motorsports is a highly elevated sport.�� ࠸��� XIt comes from a quite prestigious background.�� �C�u��� �á��Cars are privileged products. They are really expensive.���C�u@���蠼���[Emory] I mean, when you think about Formula One,��ؠʡā(-it's a big-ass boy club sport. -[♪ intriguing music playing]����ǡ��Just because you're a billionaire, don't mean you got taste.���C�u@����ǡ��Just because you're a billionaire, don't mean you got style.����ơ���From a creative mindset, you… you… you need to disrupt.���C�u���࠰���[♪ dramatic whimsical music playing]��C�u@���p�����[Arne] We are partnering with A$AP Rocky.����֡Ё �He's very much into car culture, and he will join us as a creative director��`C�u�� �����for our motorsport business.�������� `See, it's the difference between me and them.�� C�u��8�ɡÁAnd the difference is me, and them. I'm going to show you why.���C�u��1`�����[♪ slow suspenseful music playing]�� ����� �[Heiko] Working with A$AP on motorsport is exciting�� �C�u@��L@�����because he brings a complete fresh eye to design.�� 𠦡�� He really disrupts the game.����ݡׁ�[inhales sharply] We want everything to feel like… [exhales, inhales sharply]…�� `C�u��hؠơ��it's been driven, it's been worn, it's been used for years.������� Ain't nothing new.���C�u@���������[Maria] We don't want to be a fashion brand.��@�ݡׁ�We want to actually make sports on trend. And motorsport is actually a trend today���C�u@��������that we could even leverage within our brand.�� ����� `-[engine revs] -[camera shutter clicking]���̡Ɓ�A$AP Rocky embodies a lot of what we want to do in this category,�� �C�u@���������that is making it closer to a younger generation,�� ������ �bringing a much more cultural approach to the sport.�� �C�u@���H�����[♪ quirky techno music playing]�� 8�͡ǁ �[Kelvyn] I think that's what Puma have always been really good at,�� �C�u���Ƞȡbeing able to connect the culture, like Skepta, or like A$AP,��`C�u@���Ƞ����to the stories that happen on the track, in the pitch,�� H�ȡ8that allows you to kind of really become culturally relevant.�� �C�u@��Ƞ����[interviewer 1] Is there any threats coming from this?��P�����XClearly a lot more eyeballs in motorsport.��X�����I mean, as every hot potato,���C�u@��3Р����everybody will come and want a piece of the cake.�������� There's a lot of brands coming to the table now.�� `�����8Everybody will want a piece of Formula One.��HC�u��Tx�ۡՁ[Bjørn] Motorsport, it's become a channel of interesting business opportunities��XC�u��l������And now, we are in conversations with many partners��������of maybe going into motorsport.�� PC�u@���x�ʡāBut again, that has nothing to do with Puma, because it's like,�� ��Ρȁ �they have done a great job, and I'm sure they will work with teams,�� C�u@��������but they won't work with ten teams.���ѡˁ�I would be surprised if we, at least, not in '26, will win motorsport.��xC�u@���x�����-[♪ music concludes] -[indistinct chatter]�� �ˡŁ�-[♪ rhythmic instrumental music playing] -[indistinct chatter]��C�u���Ƞ¡��Because of all of you and what y'all do here at Adidas,�� C�u@�� X�����we knock down the walls that separated us.��(�͡ǁx-[crowd cheering, applauding] -[DMC] I come from Queens, New York.�� 0C�u�� #X�����Here you are in Germany, but we are family.��������H-[crowd cheering] -[DMC] Yes, sir.���C�u@�� DȠġ��-[indistinct chatter] -[Jan] In the eyes of the consumer,�� ��Ρȁthe Adidas brand has turned around faster than even we had thought.��`C�u@�� dР����-[crowd cheering] -[Jan] If you look around now,��РɡÁ�around the world, in the shopping malls or in the high street,��hC�u�� ~H�����and if you look at the feet of the consumer,�������� 8you see that our models are doing extremely well.���C�u�� �������We really see that the consumer�� ������ Phas turned again to Adidas and to the three stripes.�� �C�u@�� �H�ءҁ[interviewer 1] And how much of that can… can we attribute to… to Bjørn?�� ��ˡŁ [chuckles] I think that's a question you really have to ask him.���C�u@�� �x�����-[indistinct chatter] -[♪ intriguing music playing]�� ��ơ��[Bjørn] I'm a simple guy, so I only have simple solutions.�� hC�u@�� ��͡ǁI'm not a great strategist, I'm probably not a very visionary guy,�� �����`but I think I know the business from A to Z.�� hC�u@��!(�����-[indistinct chatter] -[Bjørn] Eighteen months ago,�� �ʡā @there was a lot of negativity coming externally and internally,���C�u@��!!@�á��and I think you probably needed an old guy like me that,�� ��ۡՁ �you know, had a heart for the industry to kind of be a catalyst or a facilitator���C�u@��!A �����-to bring it back again. -[indistinct chatter]�� ��ǡ�� �[Bjørn] That recipe together with our archive, the history,�� xC�u@��!YX�ʡāthe power that the brand has, the sum of all these things makes��Ƞ����a lot of people feel they're part of something again��pC�u@��!r0�¡��-that has a great future. -[crowd cheering, applauding]��࠹���0Everybody likes to be on a winning team, so…��H�͡ǁ�-[crowd cheering, applauding] -[♪ stirring string music playing]��(C�u@��!�p�ΡȁIt's a huge pleasure for me to welcome you to our 75th anniversary.���աρ�I think along all these 75 years, one thing which has not changed in Puma,���C�u��!�0�����that was the purpose.��ؠΡȁ(That we are here to write the future history of sports and culture.��XC�u��!������We are still Puma, and we are still the Puma family.�� hC�u@��!娠¡��-[indistinct chatter] -[Ulrich] We take a lot of risks.�������� xSometimes they work out, sometimes they don't.���C�u@��!�������If you do something that hasn't been seen before,�� �Ρȁ �even if it's maybe not that accepted at that time, after the years,���C�u��"������after the decades, people still remember.�� x����� �-[Arne] Mr Boris Becker! -[crowd cheering, applauding]���C�u@��"9h�ơ��[Arne] The past is… is the foundation. That's our legacy.�� �֡Ё0That's also what we are building, but obviously now it's all about focusing�� C�u@��"XX�����to win in the future together.����ޡ؁HWe know what it was like to lose in the… in the '90s, but we also know what it…���C�u��"o������what winning tastes like and we want more of it.�������� X[indistinct chatter]���C�u@��"�������[Helmut, in German] Puma in the future is for me…���ѡˁ �We are well on our way of becoming the best sports brand in the world.��hC�u��"�`�����Everyone is behind it, whether the celebrity…�� �����por just the individual employee.���C�u@��"ɠ�١ӁFor me, Adidas can never form a family like that because they are far too big.��������Money can't buy it, the true history of sport.��8C�u��"�(�����And Puma has it.����Ρȁ [Bjørn] Whatever Puma does or doesn't do doesn't really impact me.�� 0C�u@��#��ѡˁAnd… And I… I know people don't believe, but that's… [hesitates]�� ��ơ�� (…I… I don't think I used the name Puma in any meetings.�� @C�u@��#��ġ��I wish them, you know, more success than any other brand,��ؠ����(except for Adidas, because they are our neighbours.�� �C�u��#7P�����We come out of the same family.��������H[♪ soft emotional music playing]�� �C�u��#`@�աρRivalry, having a competitive attitude, instinct just leads to innovation.���C�u��#|ؠ����It leads to wanting to do better than the other.�� C�u@��#������[George] Adidas and Puma were the originators.���¡�� �They were the pioneers of combining sport with fashion.�� C�u@��#���̡ƁIf you wake up in the morning and you know that someone's chasing�� ��͡ǁ �to go after your dream as well… you're naturally more motivated.���C�u��#�𠤡��It's player versus player.����ѡˁ �-[crowd cheering, applauding] -[George] Two incredible sporting brands���C�u@��#�𠺡��who have transformed the tapestry of the world,�� h�ˡŁ �in such a profound way, which even they couldn't have envisaged.�� �C�u@��$�á��And take all the risks along the way and build something���������that we now today all enjoy is… is phenomenal.��`C�u��$6x�����It's just… It's just unbelievable.�������� �[Michael] We created a… a fantastic company…�� C�u��$S�͡ǁboth of them, and, you know, I'm proud to be part of that history.��8C�u��$l8�����[George] Crazy story, right?������� Two brothers, argued, and then went to build��`C�u��$������two of the biggest footwear companies in the world.�� ����� �-[birds chirping] -[♪ music concludes]��pC�u��$�p�����[indistinct chatter in distance]�� HC�u��$�ؠ����[Helmut, in German] Rudolf Dassler would often say�� ����� �he doesn't love his brother,���C�u@��$˰�š��-but he doesn't hate him. -[♪ melancholic music playing]�� ����� �[Helmut, in German] He wasn't his nemesis.���C�u��$�x�����They were brothers.����š���At the end of the tale, both of them found their end here.���C�u��$�x�СʁAnd so ended the last chapter in the story of these feuding brothers.��Ƞ����hFAMILY OF ADI DASSLER��C�u@��%0P�ˡŁ[in German] A lot has been written and a lot has been published.�� ������ �Is it all true?����ӡ́p[in German] What has been written in the last few years, and in general,��C�u��%S(�����is very exaggerated.��(������Sure, we don't… love each other��PC�u��%n������but we are still brothers.��@�����pAnd the war… a war between brothers does not exist.���C�u��%�(�̡ƁIt's fierce competition, but that's what it has to be, after all.���C�u��%�������Competition is good for business.���������[♪ music concludes]�� hC�u��%�P�����[speaks German]��蠣����[♪ theme music playing]�� �C�u��&�ؠ����[♪ music concludes]��0S�k Cۻ��������������໔��c�����A���� �����n�����A��H�� @����z������������������������H�� ������������������軔���������������������������M�� ������ȷ���������� `�����x�����f����X����� �����f��G�� ������(���������� ������0��������U�� ������P���������� �����縷�������K�������ﰷ���������� ����������o���� �����������o��<������(���������� 𻕳����������K��Ȼ���"(�����R���� p����1�����R��W�������CH���������h����JP�������0�� л���Z���������� л���hx��������4�� h��������������� 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