adidas has presented content surrounding their latest new footwear, the POD. I’ve been visiting retailers and while the brand still has a serious issue at the high end with the promotional environment affecting the sale of more expensive shoes (UltraBoost, NMD) , the POD is a good shoe at the right price, but it is unfortunately hindered by design. Which isn’t the right word. I like the shoe, but it’s shape and the empty toebox reminds of something I’ve written several times in the last year.
Last year I wrote that the Trefoil has a problem that would begin to affect sales. I haven’t been wrong. At the same time adidas had made a shift in marketing and storytelling that I also thought was a mistake.
From a design standpoint I really think they should have kept the original design. The problem is elements of the POD can be seen in the Prophere. Had the Prophere adopted this POD outsole, I honestly think the Prophere would have been a much better silo for adidas. That’s the tech stuff. Instead of focusing on the aspects I think are incorrect about the POD, I want to look at everything that is right about the POD.
Below is a documentary for the POD system. The balance of the shoe is highlighted via juxtaposition: old design – new tech. The video is a throwback to the narrative adidas was creating as they began to push Nike two years ago. There is a balance of male – female throughout. The video shows high level executives who are men and women, and the focus is placed on the female design team. These are subtle details that you will probably overlook when watching. It’s a beautifully constructed video delivering information about the archives at adidas and lends itself to the type of storytelling a brand can do to keep people engaged. How do I know this? The video has been viewed over 600,000 times in the last week. There is barely a product shot for more than a few seconds. It’s the backstory that is interesting. If the brand can continue moving forward with the design story in regard to colorways and produce a version that actually utilizes the OG fat three stripe branding on a limited model in suede and mesh in earth tones I think the POD could generate enough momentum to regain some of the interest Nike has taken with their 270, Pegasus Turbo and Epic React models.
Excellent work adidas. It’s good to see you back in the Creator’s seat.
https://www.youtube.com/watch?time_continue=112&v=-lTCoeBdVWo