Explore the world of adidas, as showcased at SoleDXB this year


Explore the world of adidas, as showcased at SoleDXB this year

Arnaud Jean Girard, director, adidas Originals, on what’s next

By Dishari Basu  February 20th, 2019

In December, Dubai Design District (d3) turned into a mecca for those who worship streetwear and contemporary sneaker culture, as Sole DXB kicked off its seventh edition. We were there with adidas Originals—whose four-floor pavilion was jam-packed with interactive exhibits and corners for customisation—and got Arnaud Jean Girard, director, adidas Originals, to tell us more.

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Street style at Sole DXB

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The four-floor adidas Originals pavilion at Sole DXB

ELLE: Why Sole DXB?

Arnaud Jean Girard: It’s a celebration of streetwear, and this year, we’ve combined performance category sports with lifestyle. At adidas, we’re always thinking about blurring the lines between fields.

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The adidas Originals Falcon installation at Sole DXB

ELLE: Why was the adidas Falcon the star attraction?

AJG: We always take design inspiration from our past to create the products of the future. And why Falcon, now? Because we truly believe it’s the right time. The Falcon is the perfect example of that. It’s technologically advanced, thanks to its lightweight midsole and torsion system that help with running, but its chunky frame and pop-coloured details and metallic finish are a nod to beloved ’90s trends and rave culture. And who better than Kylie Jenner to be the ambassador to tell that story?

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adidas Originals Falcon

ELLE: What’s next for adidas in India?

AJG: New stores, bringing more stories to life, building consumer centricity… It’s all about creating and maintaining relationships with our consumers.

ELLE: And what’s your favourite adidas shoe?

AJG: Right now, it’s the adidas Futurecraft 4D.


ON THE MOVE

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‘SBL Hampton’, Samsonite

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‘Polygon’, Samsonite

We are here with a solution for every fashion girl’s ultimate travel conundrum: good looking luggage that can accommodate all your outfit options. Samsonite’s Polygon collection comes with a dynamic printed polycarbonate shell that reduces scratch visibility, and butter-smooth wheels for easy mobility. Also look to the Hampton, the latest suitcase to join the Samsonite Black Label family, for its lightweight material and stark black body combined with golden accents and luxurious leather detailing. Samsoniteindia.com

WOVEN WONDER

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Leather bag, LOEWE

Luxury fashion house Loewe’s S/S 2019 show saw a variety of woven bags sent down the runway. They were created in collaboration with Irish basket maker Joe Hogan, the brand’s Craft Prize finalist. The leather basket bags were handmade by Indian artisans, and stay true to the label’s craft-based DNA. Loewe.com