adidas Zeitfrei: The Complete Ride | Hypebeast

Andy Chiu (adidas – Sport Performance Global Footwear Product Manager)

Why did adidas decide to initiate this project and what was your role?

adidas has a longstanding history as being one of the most innovative brands in the sports industry. We are constantly looking for new ways to inspire our consumers both on and off the field of play. The adidas “Complete Ride” project and Zeitfrei collection of footwear was about creating an iconic and innovative cycling product package based on performance and function. I worked as the Product and Project Manager for the concept within the Men’s Training Business Unit as part of the Sports Performance Division of adidas.

What role has Hypebeast as well as Internet media in general played in the development of big brands such as adidas over the last few years?

adidas is constantly looking for new ways to reach and interact with consumers in the digital and social media world. Working with key influencers in the industry like Hypebeast is an important way for adidas to connect with interested and valued target audience around the world. Hypebeast is the leading media partner when it comes to sportswear and streetwear and is why adidas sought them out as a partner for this project.

Why did you look to Hypebeast as a contributing partner to this project?

With any partner, adidas looks to foster and develop sport at all levels. Together with the other brands collaborating with adidas on the “Complete Ride” project, Hypebeast, Solebox and Bianchi, we’ve developed a fresh and meaningful concept which are style driven performance based products.

While Solebox is no stranger to collaborations, why did you bring them on-board for this project?

Solebox is one of the top-tiered sneaker retailers in the world, and we are glad to have worked with them on this unique concept and look forward to future partnerships.

What was the goal in designing this particular shoe? What sort of technical elements are involved in the design of the Zeitfrei?

Adi Dassler ‘s philosophy on design was always to help the athlete perform at all levels and aid them in reaching their goals; this hasn’t changed over the past 80 years and will forever be an integral part of adidas’ approach to sportswear. We created the ‘Zeitfrei’ to help the fixed gear rider of today through understated and hopefully helpful details. Fixed gear cycling is a very special sport and requires techniques beyond your usual skill set for normal bike riding. And of course there is an element of aesthetics involved in the culture as each look to bestow their own style and creativity when putting together their bike. With ‘Zeitfrei’, we hit the right balance between both. We integrated a tongue pocket for the laces to keep them clear of the chain. By looking at the sole unit you can see a foxing band covering the midsole that offers a clean, traditional look but it is more durable than other shoes of a typical vulcanized style. We put foxing on top of the outsole so it won’t wear

You’ll also find addition 3M reflective features that gives the shoe a safety element as well as a color pop.

What does the name Zeitfrei represent?

‘Zeitfrei’ is German for the word “timeless”. The name hints at the story and design of the shoe and also represents a slice of our brand DNA and heritage by using a German word/phrase.

Was it easy to get someone like Bianchi on board as a reputable addition to the strong group of brands?

Partnering with a well-respected and long-standing brand like Bianchi definitely added strength and credibility to the project. With the help of Bianchi, we’ve assembled a unique and iconic package for a cyclist that has never been done with this level of detail. This is why we decided on the project name, “The Complete Ride” as every single aspect was represented and the project was very much a collaboration of concepts, ideas, products and brands.

Having developed close personal relationships with each respective party in Solebox and Hypebeast, how has this enhanced the overall project?

In order to create iconic product with the highest level of innovation, design and detail, all parties involved must be both committed and passionate about the project. In this case, it was a great effort between all brands. The Complete Ride” was a strong concept strengthened by collaborating with industry leading brands like Bianchi, Hypebeast and Solebox.

Going forward, what other projects do you have waiting in the wings?

Unfortunately, we can’t reveal details of upcoming projects, but look forward to sharing our latest concepts with you in the near future. We will definitely use the “Complete Ride” project as a good example of a unique collaboration that we hope will inspire our consumers as much as it has inspired us.

Do you have anybody you want to thank?

I want to thank our partners in this project including Richard Stroem, Fabio Belotti from Bianchi; Season Chan, Jasper Wong, Eugene Kan, Jason Chow and Kevin Ma from Hypebeast; Hikmet Sugoer from Solebox.

Hypebeast x adidas “The Complete Ride” Zeitfrei Release Information
Date: Friday, May 29th, 2009
Time: 2 pm NYC | 11 am LA | 7 pm London | 8 pm Berlin | 2 am Hong Kong (Saturday the 30th)
Location: http://store.hypebeast.com
Price: $198 USD + $20 USD (shipping)
Sizes: US 6.5, US 7 – US 12 (full sizes only)
Includes: Cycling Cap, Cordura Messenger Bag, Canvas Carry-All Bag