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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���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���D C�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.��������H So, 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��
������h will 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��h whether 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.������` 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…��@�����P there's no stopping where Adidas will go.�� C�u@��A��Ρȁ Adi, 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@�����Ρȁ All the ingredients are there,
we just need to bring it back again.��@������ -[grunts]
-[music stops abruptly]��@C�u@���Ƞ̡Ɓ I 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@����Ρȁ and millions and millions
and millions of dollars are going around.��h��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.����ȡx [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.�� ��� � [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��� 8 and 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����P about 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]��������
p I 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.����� "Helmut, have you read the news already?"
"No, what news?"��
�C�u@���Ƞ���� I think it was a shock to all of us,��h�̡Ɓ0 but 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,��������
H and then we had a little chat.���C�u����ˡŁ He 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@����ʡā I hope you can go higher than that, guys.
You're on television.��
�����
x Adi decided to have a change.��������8 How 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@��j���� 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,������ 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@�����ˡŁ that 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@�� �ɡÁ any 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,�� �����p and 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.��������H It's quite simple.���C�u@���x����� [Arne, in English] Hi, guys.��蠸��� 8 Yeah, 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,������
H I 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���8 and now, I look forward
to competing with him, eh?��0������ [♪ pensive instrumental music playing]���C�u@�����ˡŁ I 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�����
H that 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.��������8 Did 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.��@�����H We 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�סс let'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��
��ɡÁ is 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��
����� [Ulrich] The first big rivalry
between Puma and Adidas��������
� was the screw-in stud football boot.���C�u��
8����� We released the Super Atom,������H which 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@��^�ۡՁ to 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,��������0 they 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
H Rudolf 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
P If 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�� [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.������
[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���� 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.�� ������
p I 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]���ԡ8 [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.��������
H It'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.��������0 You 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����ˡŁ The 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…��������p practically 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@������� 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@��
�ɡÁ As 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�ɡÁ That was the last chance
of Adidas and Puma ending their feud.���C�u���0����� [Arne] But that's how the legacy
of King started,��
(�����
x with many great players to come.���C�u@��������� -[♪ upbeat rock music playing]
-[crowd cheering]���Ρȁ0 Legends 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�ɡÁH wearing these Puma King boots,
who knew what was gonna happen?��
C�u@����ˡŁ First 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,����ɡÁx but 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
x So, 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,�������� 8 so that's very unique.��P�����h Here 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@��@�ˡŁ But we used to… When I played,
we used to go down a full size.���š��0 First 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.��`�աρ I 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�ˡŁ when it first came out.
Boots had never looked like that before.��
x�ɡÁh It 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.��������H Made 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��>��� [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�Ρȁ And 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]������` [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,���͡ǁ8 and 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�Ρȁh but 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,������ 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�ˡŁ Puma 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�̡Ɓ We had, like, 19 Deutschmark shoes
that were made out of plastic.�� �����x It was terrible.��C�u@���(����� And that's when they started selling
in K-Mart,�������� and that ruined its image
in the US as well.��
������p And 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,��(�ȡx "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��࠲���0 and become relevant
by becoming trendy?�� �C�u@��\�ѡˁ Big 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]�� �סс0 [crowd member 2] He's transcended fashion
by going through different realms.���C�u@�����ҡ́ The streetwear, he's gone casual,
he's gone couture, he's gone catwalk,��������p and, 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,�������X like this or this, I think,
or this bottom right.��
��͡ǁ So, we talked about having, like, the…
the straps on the inside,��@C�u@��0����� so you can wear the jacket.��ؠɡÁP Do 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?"�� �סсX We 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��� [George] Cos Skepta's
a London-born grime artist, right?���C�u@��˰����� People have a lot of relationship
to him and Nike,��࠻���X cos Skepta was wearing Nike
when he started out.���C�u@���8�ʡā To see him move to Puma was met
with mixed reviews, definitely.����ϡɁ8 I cannot talk about how other brands
are treating their ambassadors,��C�u��Р���� but I can talk how we do it.���ɡÁH Talking specifically about Skepta,
he's one of the ambassadors���C�u@��(��ӡ́ that have come to the headquarter,
has spent days with our product team,��
p�����
� has spent days reviewing our archive,��
�C�u��A��ѡˁ and 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��ʡā and I knew straight away
that Puma have some of the best soles.��xC�u������ځ Initially, 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@�����͡ǁ I'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�աρ So, 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
H it 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,�������h through 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?������
p We have an amazing announcement to make.��C�u@���x�֡Ё We 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,�������h our 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@��\��١Ӂ Motorsports have definitely shifted
from a cultural perspective the last year.����Ρȁ0 The visibility, especially
in North America, have changed the game.��@C�u��{������ [Heiko] Motorsports
is a highly elevated sport.��࠸���X It comes
from a quite prestigious background.��
�C�u��� �� 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�ɡÁ And 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�ȡ8 that allows you to kind of
really become culturally relevant.���C�u@��Ƞ���� [interviewer 1] Is there any threats
coming from this?��P�����X Clearly a lot more eyeballs in motorsport.��X����� I mean, as every hot potato,���C�u@��3���� everybody will come
and want a piece of the cake.�������� There's a lot of brands coming
to the table now.�� `�����8 Everybody 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�ʡā But 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,��
��Ρȁ the Adidas brand has turned around faster
than even we had thought.��`C�u@�� d���� -[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,�������� 8 you see that our models
are doing extremely well.���C�u�� ������� We really see that the consumer�� ������
P has 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@�� ��͡ǁ I'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@��!!@�� 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�ʡā the 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]��࠹���0 Everybody likes to be
on a winning team, so…��H�͡ǁ� -[crowd cheering, applauding]
-[♪ stirring string music playing]��(C�u@��!�p�Ρȁ It'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.��������
x Sometimes 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.��
�֡Ё0 That's also what we are building,
but obviously now it's all about focusing��
C�u@��"XX����� to win in the future together.����ޡH We 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…��
�����p or just the individual employee.���C�u@��"ɠ�١Ӂ For 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@��#��ѡˁ And… 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��#`@�աρ Rivalry, 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@��#���̡Ɓ If 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@��$�� 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�͡ǁ both 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�Сʁ And so ended the last chapter in the story
of these feuding brothers.��Ƞ����h FAMILY 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.��@�����p And the war…
a war between brothers does not exist.���C�u��%�(�̡Ɓ It'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����
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