Adidas Grows ‘Creator Farm’ in Brooklyn

Business Insider: “In Greenpoint, Brooklyn, in an unassuming warehouse space just across the street from a stone supplier, Adidas is plotting the future. That’s where the company has built its Brooklyn Creator Farm, a relatively secret location where Adidas hosts a small team of designers from studios around the world. Their job? ‘Creating culture,’ said Marc Dolce, VP and creative director at Adidas.”

“The farm is separated into two parts: the designer’s area, and the Adidas’ Brooklyn MakerLab. The MakerLab — which is one of three in the Adidas ecosystem — has all the high-tech machinery and materials needed to create any kind of sneaker or piece of apparel the designers can dream up … The designer’s area itself is chock-full of idea boards and materials to inspire … Global Creative Director Paul Gaudio said it’s called a farm because the brand wanted the space to be ‘earthy and real and where you can get your hands dirty’.”

“The farm designers are influenced by the fluid and dynamic culture of where they are in Brooklyn. For example, a designer can join a night running group and learn not just what they need from a running shoe, but what these runners do for fun and what kind of lives they lead … “In the end, it’s very much a brand statement,” Gaudio said. “It’s who we are; It’s who we want to be. It’s so deeply connected to that strategy of understanding where culture happens. New York City is the place.”

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