![]() In September of 2017, Adidas overtook Nike’s Jordan brand as the second largest sneaker brand in the US. "We see a huge potential there, but so far it's an adidas Originals thing.“The plan will put us as the (world’s) biggest producer of 3D-printed products.” -James Carnes, VP of Strategy Creation, Adidas "We are discussing the idea of rolling out to other silhouettes and across categories like football, running, etc.," Jagla said. But adidas has plans to unleash it on other models, too. We check all the content which runs through the system, but it's really nice to see the community doesn't mistreat it."Īs of now, the program, as its name suggests, is limited to the ZX Flux. "We had in mind some people could mistreat the app or tool for any kind of wrong things. "We were quite nervous when we launched the app," Tagla said. With that said, it still unnerved adidas that it had opened a Pandora's Box for what could be placed on a pair of shoes. You can't use anything that would harm adidas ," Tagla said.įortunately, those in the sneaker scene have seen this app as a blessing rather than something they'd want to get over on. "You can do everything you'd like except other trademarks, sensitive content, and political stuff. There are, however, designs that can't be used. The appeal of #miZXFLUX is that it gives almost limitless options to those who choose to use it. ![]() " Unfortunately it was based on some IT reasons," Jagla said, in reference to the delay in being able to buy the #miZXFLUX designs in the U.S. customers could purchase their creations. Over 19,000 designs have been shared across Instagram, according to Tagla , but it also took a while to get the app to the point where U.S. Since then, the app has become a hit across the Internet. ![]() ![]() After the success of the printed sneakers, the brand had a meeting and, as Tagla recalls, "We went back to Herzogenaurach and locked the doors for 70 hours it felt like, and created a plan and kicked it off." One would think that adidas had this in mind all along with the creation of the Flux, that it would be released in general-release editions and then become available for customization. "We thought it would be a really wicked idea to let every consumer out there create their own photo-print shoe with their own images, their own graphics, illustrations, and pictures." The prints received the strongest feedback and we hadn’t expected that," Jagla said. "Within the range we had some photo-print Fluxes, like New York and Berlin satellite prints. It's been offered in a whole host of colorways, fabrications, and silhouettes, but the most popular have been the printed versions. [Jagla's pair, via his Instagram page, adidas ZX Flux, the brand's updated version of the ZX 8000, launched at the beginning of 2014. It's been a short but highly anticipated journey as the idea of putting almost anything on a sneaker went from a concept to a reality. "These were the first produced pair of the #miZXFLUX," he would later go on to tell me. Jagla greeted me at the door with black, pinrolled jeans and his own pair of mi ZX Fluxes on feet. I was set to meet with Till Jagla, Category Director Customization of adidas, and I wasn't sure if the conversation was going to be about tech and the Internet - it is an app, after all - or if it would be a discussion about customized sneakers and their place within the larger so-called culture. after months of waiting following the international rollout. The German athletic and footwear brand had just launched its #miZXFLUX app - a program that allows users to upload virtually any image onto a pair of ZX Flux and buy them for $110 - in the U.S. I didn't know what to expect when I headed down to adidas Originals' new pop-up space located on 138 Wooster St.
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