Adidas' Digital Platform for High Performance Creativity
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How do you create a digital platform for the right-brained organization? At Adidas we have tried to solve this problem by creating a highly fluid platform with the help of Perforce. This talk revolves around the nature of our users, the challenges we had to overcome and how we built a solution that consumerized the complex concepts of versioning.
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Adidas' Digital Platform for High Performance Creativity
- 1. # Alja ter Burg Sr Project Manager, Design at adidas Jithin Tom Chacko Senior Consultant at Mindtree
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- 10. Footer 1 14/ 03/ 0 • This is running text for your presentation. Far far away, behind the word mountains, far from the countries Vokalia and Consonantia. • Bold text highlighted in brand colour • Bold text highlighted in black This is a core message to point out the meaning of a slide! #
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- 13. # Design around the world Shanghai Portland Herzo Tokyo
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- 22. # Footer 2 14/ 03/ 2
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- 27. # • Need for a file management system handling – Versioning – Large files – Multiple locations • To supplant the current setup based on shared drives • And dictated by the switch to 3D design tools
- 28. # – Automation – Speed – Collaboration – Versioning
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- 30. # PLAN DESIGN & DEVELOP GO TO MARKET Senior Asset Development Asset Consumption Management Prototype Authoring Publishing [DAM] Design Colors Develop E-Com Marketing Sales Portals Catalog
- 31. # 61 14 5 1 61 evaluation criteria • Functional • Technical • Infrastructure • Security • Compliance • TCO 14 solutions across technologies and platforms 5 shortlisted solutions for physical installations and PoCs 1 Winner
- 32. # R M R R 100 300 100 400 M Master Server R Replica Server Creation Centers
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- 34. # *Sanskrit word denoting community Designers Empowered by Sharing Ideas
- 35. # • Consumerization of versioning • Usability • Exploration
- 36. # • Finder integration of mapped content • Automatic sync of latest content • Easy edit and save • World class Versioning • Large file management • Finder watchdog to • Exclusive checkout track activities, automatic checkout • Document indexing, tagging and searching • Automations that power the workflow
- 37. # • As easy as the finder • Double click to checkout • Drag and drop to add files / folders • Favorite folders • Breadcrumbs for navigation
- 38. # • Active – Searching through solr indexing • Passive – Tags and passive highlighting • Social – Tags searchable, URL encoded paths
- 39. # • Design Dashboards • Integration with downstream PLM application
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- 41. # Alja ter Burg alja.terburg@adidas.com Jithin Tom Chacko jithin_chacko@mindtree.com
Editor's Notes
- Good morning! First of all thank you for giving us the opportunity to speak at this conference. It is an honor to be here. For the next 15 min I would like to talk to you about adidas design and give you an insight in our company, the design process and the changes in our proces and market that have driven us. The question I would like to answer is: Why does adidas design need a platform like perforce?
- Adidas does not need an introduction. (By the way in Germany it is pronounced as adidas and not adidas.) Adidas is the multinational sports brand Total Revenue is 15 Billion and adidas has about 50.000 employees world wide. Im a project manager in design, Im trained as an industrial designer. Im not a developer nor an IT specialist, but Im a user and it is my task to get the best tools that give designers the freedom to be creative.
- Adi Dasler founded adidas after the second world war in 1949. 65 years ago He was passionate about sports and shoes. He was a man with a vision. He was innovative, always looking to improve his shoes and that’s what made adidas Today that is not all we are. Based on the heritage the brand has through sports culture, it has become inseparable from music, fashion and pop culture. Here is a video about the brand.
- In 1936 ad idasler went to the Olympics in Berlin and gave this pair of adidas shoe to Jesse Owens. He won 4 golden medals.
- Olympics in London The sport has changed, Atletes go faster, records are broken. Because research, new techniques, new materials The shoes that the atletes wear changed. And even the design has changed. Influences from fashion, from music have strong influences on the look and feel of the product.
- Back to 1979; the Copa mundial was developed, THAT’S 35 years ago….. And it is still at the market…..it is an icon On the left you see football as it was then…..
- This is now. Continuous improv ment innovation have changed the football shoe. The F50 is a super light, very fast and strong shoe, made out of sythetic materials. It is modern it is innovative, and it is following the path that adidasler has created For adidas the final of the football World champion ship in Rio was a high light. Both Argentina and Germany aradidas teams and played against each other in the final. And again the sports has changed, social media ha a big impact. This is how the sports has changed, it has become faster, more aggressive and is driven by innovation Our Designer have to react on this and have to change with the sport.
- Let me show you a short video of how it all start at adidas Designers from all over the world come together and share their ideas in the Designer days So who is adidas design, let me show you a video of designer days, the creative cick off of the season
- Right in the middle of Europe is Herzogenaurach a small village . This is were our head quarters are based
- This is were it started….
- And this is now….. Head quarters in Herzo. Build on an old amrican air base. This contemporary building shows the ambition that adidas has. It is ready for the future
- The majority of the products are developed in Herzo, but we also have creation centers all over the world, they are designing for the specific regions. Adidas products are designed all over the world with specialized products made for each region of the world. There are product design teams in Portland, Tokyo, Shanghai, Sal Palo, and Herzogenaurach. The Stella McCartney design team co-locates between London and Herzo at the main headquarters.
- Im not here to give you a lecture on the design proces for products, but for you to understand how we create shoes and what makes it different from the digital design proces, and where it over laps
- Designing shoes and apparel is still a craft driven proces Designers start with pens and paper. They schetsch Or even alter an existing shoe, they make moch ups and re do then. And there is no single way of doing this. Every designers has his own technique and his own style. This reflects in the end result.
- An other important aspect of the design proces are the iteration. A designers keeps optimicing his design, he is never realy done and keeps experimenting to get an even better shoe. But that’s not all, marketing has a substantial unfluence on the design and askes for changes. Then after design has handed over development and the factories there are iterations because of production restrains or costing. The design proces is not a straight line from A to B, but has many deviations and can even loop back to A again.
- Design receives the marketing guidelines for the season. This includes information for where the product should fit into the range of product that is similar as well as target cost/price. The brief should state a clear need for the product.
- The designers create artwork or other design plans in order to explore options for the solution to their brief. On the left you see a paper mock up,
- Design meetings in order to check new ideas and proposals for key products. Are the concepts solving the brief? Are there any potential cost or development issues? You see mood boards, material samples
- The concept signoff is an opportunity for management to review product and validate if it meets guidelines, color direction and that apparel and footwear align with each other.
- In house samples are done when designers need to test construction methods before getting to deep into their project. On the lower tight, a 3D protorype, made in house
- By this time designers have refined their artwork and some have samples to share. The second sketch review is a cross functional meeting with marketing and development that insures feedback to the designer. Here you can also see the first digital designs coming in. right now in ilustratar, but this about to change
- The second sketch review is a cross functional meeting with marketing and development that insures feedback to the designer before the first sample is created. As you can see it is a continous chain of check, with alterations while the product matures, gets more detailed
- These technical drawings are handed over as part of a design pack, with their product plan which contains construction information as well as color and material information for each part. Here every design is put into a digital format. Drawings are handed over to development and the factories.
- But, Like our products need to innovate. Also our tools need to innovate. And right now we are switching from 2D to 3D. This might seem like a late move, but in apparel there is no good 3D design software available. All software is developed for stiff products like cars, machines and product made out of hard materials. Ofcourse there is the animation software, but that is to rough to design. So in order to make the move we had to develop our own software. I will show you a short clip of the software now. It is called Joota (wich is Hindy for shoe) and is based on Modo. This version of Joota shows you the coloring up of existing shoes. It is very intuitive and simple Later this tool will also be available to create new shoes.
- Because we move from 2D to 3D there is a need for a file management system. It should have versioning, to create a record of the steps in the design proces and to be always able to go back to earlier designs. It should handle Large 3D files And it should be just as fast in every location and enables us to wotk together from different locations Our current system is out dated and needs to be replaced
- As we started looking into a versioning server we found the following aspects are key in our decision to go for Perforce and versioning: Automation the system should support the designer and reduce the workload. As it operates in the background and gives you the opportunity to automate many of the processes, for example designers now upload to different plat form. Now this will be done automatically. And to be honest I don’t think we have fully explored what can be automated. But we will continue to do so. Speed speed is crucial with 300 designers working in 3D approaching their deadline at the same time Collaboration with in design, between the different creation centers all over the world and with Marketing and Production// and to have a clear understanding of who has made changes and why Versioning keep track of the design process I showed you earlier, document the iterations and the decisions taken, even after handover. These are our goals, this is what we what we wanted in the next generation design platform. I hope I have managed to give you a glimpse of how design at adidas works. And to walk you trough how we realized our goals I would like to introduce you to Jithin from Mind tree