As 2016 treks along, there continues to be one particular brand that is unequivocally looking to further footwear innovation and that’s adidas. A successful 2015 campaign saw both Kanye West’s signature line and the suddenly “iconic” BOOST technology turn the sneaker culture on its ear. But with all of those things in mind, this latest venture from adidas that derives from the soccer lineage may be their most ambitious yet as they have unveiled the adidas ACE 16+ PURECONTROL, a laceless soccer boot.
Arriving in eclectic hues and being under the tutelage of some of the finest football players that include the likes of Lionel Messi, this silhouette could surely revolutionize the way we look at related models. With that in mind, we garnered an exclusive interview with Senior Merchandise Manager Peter Hong who gave an intimate look at the design process of the model and how it hopes to revolutionize the industry.
Nice Kicks: What was the initial inspiration behind having a “laceless” soccer cleat?
Peter Hong: That’s a great question. I believe it really boils down to thinking what the “A-Silo” represents. It’s all about ball control and controlling the game. We always work with the players and have a player in mind whenever we create certain products, so within the design process we would ask them, “What does control mean to you?” With the game changing and evolving, it’s much more than just ball control, but ultimately control within your entire body and becoming a general on the field. We wanted to deliver a product that A) offered premium performance to that respective player and B) provided the look of a dominating type figure.
Nice Kicks: With the upper being so streamlined, how important was the durability within the design process?
Peter Hong: Durability was so important to us. Whenever we have focus groups or consumer studies, durability and quality are always primary issues for us and we pride ourselves in that. With soccer being such a heritage sport for us, we are able to craft and design really quality and durable products throughout our experiences.
Nice Kicks: During the creation process, what was the biggest challenge to see this design come to life?
Peter Hong: We took things a step further in the “Dream Factory” and broached the question of “What if we took away the laces? What would that feel like and how would that perform?” After the initial ideation, all of our products go through at least a two-year development cycle. In the grand scheme of things, we’re literally making players’ dreams come true when this model hits the market. We are really trying to create a clean kicking surface for players.
Nice Kicks: Over the past few years, we’ve seen a lot of cross-functionality between soccer and football when it comes to cleats. Would you welcome the notion of players within American Football rocking this silhouette on a regular basis?
Peter Hong: I follow the NFL and the NCAA, and it’s like the biggest compliment to see skill-position players wearing a soccer boot. So, for those guys to step outside of their comfort zone and see a product within the soccer world and incorporate it into their game is the biggest compliment that I can receive. That tells me that they see something that is super desirable and has great performance benefits.
Nice Kicks: Going forward, what other performance features are you looking to bring to the market?
Peter Hong: I can’t give out too much information, but what I can tell you is that laceless is the future.
Nice Kicks: With that in mind, what’s your dream scenario for this innovation?
Peter Hong: It would definitely be for every person to experience that incredible “ball-striking” moment. The name itself derived from “Pure Control” and that’s what we are looking to offer the prospective athlete is optimal control and a unique kicking experience when it comes to soccer. We had endless amounts of professional player input and they would state how easily they were able to strike the ball and how “pure” of an experience it was. That really did it for us and hopefully the name will continue to speak for itself.
To cop your very own pair of the adidas ACE 16+ PURECONTROL, then head over to adidas now as they can be yours for the retail price of $300.
Imagery of Peter Hong via Hypebeast
