Innovation in Manufacturing with adidas. VOL.3 Yuki Tasaki and Thomas Seiler in conversation
ADIDAS' new sole technology "ADIDAS 4D" has been featured several times in Finam. What kind of possibilities does the future sole of ADIDAS 4D, which was developed by Carbon, a real-tech company, and adidas, have in common? Yuki Tasaki, founder of KANDO, the world's first creative firm specializing in real tech, and Thomas Seiler, vice president of adidas Japan, join us to discuss the appeal and future of "ADIDAS 4D.
He started his career at adidas in the Lifestyle Brand Communications department, and since 2014, as Vice President and General Manager of the Marketing Division, he has been responsible for all areas of product marketing, brand management, and sports and influencer marketing in Japan, He is responsible for all areas of product marketing, brand management, sports and influencer marketing, etc. in Japan.
Right: Yuki Tasaki / KANDO Representative
Born in Ehime, Japan in 1977, he joined visual design studio WOW in 2013. In 2018, he founded KANDO, a creative firm that changes the world with vision, and serves as its president. He also serves as CCO (Cheif Creative Officer) of the cyborg venture "MELTIN", where he is also in charge of overall direction.
Breaking through into the future requires a fusion of innovative technology and creativity.
First of all, please tell us what you are doing at KANDO, which was established by Mr. Tasaki.
fields and rice paddies that have been abandoned and are no longer cultivatedMy work involves building a vision for a so-called "deep tech company," such as Carbon, which co-developed ADIDAS 4D with adidas, and promoting a culture in which the technology is accepted by society by combining technology with the power of creation and implementing it in society. Since deep tech is a hard core science, almost like basic science, it is often difficult to understand the essence of the technology and the business vision, and it is also difficult for the startups themselves to recognize this, so we always conduct a workshop process we call "thought experiment" before creation. We then cross-fertilize the humanities (philosophy, art, anthropology, cartooning, etc.) in order to conceptualize the essence of complex science. From this process, the vision is clarified and can be sublimated into the creation process.
What is the role of "vision" today?
fields and rice paddies that have been abandoned and are no longer cultivatedIn the 21st century, the era in which we now live, the Internet has become widespread, and business and the world itself have become conceptualized. The 20th century, on the other hand, was an era in which materials were commodified and traded. The reason why Japanese companies are becoming weaker today is because they were craftsmen. Because they were making materials (substances, commodities), they could not keep up with the conceptualization of the economy.
In other words, in an age when business has become conceptualized, what is needed is "vision.
fields and rice paddies that have been abandoned and are no longer cultivatedYes, it is. The magnitude of our vision will revolutionize mankind, and it will become a strong power to lead the times.
Thomas.You mentioned the real world, vision, and creativity, and we are actually trying to do the same thing with the "ADIDAS 4D" project under the "Future Craft" initiative. In the future, "future creation" will require an "open source" approach, in which we work hand in hand with creative outside talent.
ADIDAS 4D" can be applied to cyborgs!
Mr. Tasaki, you also took the stage at the "ALPHAEDGE 4D" release event. What did you think of this item when you saw it?
fields and rice paddies that have been abandoned and are no longer cultivatedI have worn these almost every day since then, and the elasticity is amazing. I can feel the horizontal and vertical elasticity being absorbed at the same time, and everyone tells me how beautiful I look when I wear them. I think this is because the structure of "ADIDAS 4D" is natural. Higher dimensional technology is getting closer to nature. When technology becomes more advanced and blends into the earth, it should approach something optimized like nature or animals.
Thomas.That is very interesting. We are thinking of customization as the next step for ADIDAS 4D. In other words, we will print and make shoes based on individual data. Nature and animals have already been optimized, and we want to provide shoes that are optimized for each customer.
Mr. Tasaki, how do you think it would be interesting to see this item evolve in the future?
fields and rice paddies that have been abandoned and are no longer cultivatedI think it could be used not only for shoes, but for the whole body. That's exactly what I thought it could be used for cyborgs.
Cyborg?
fields and rice paddies that have been abandoned and are no longer cultivatedI am also working as a CCO1TP13 and Chief Creative Officer1TP14 for a cyborg venture called "MELTIN". Until now, all humanoid robots have been unable to replace human workers due to their inability to perform "practical hand" functions. However, MELTIN is the only robot in the world that combines robotics technology that enables light, delicate, and powerful work with a robot hand the size of a human hand, and biometric signal processing technology that enables control of that hand. The combination of these two technologies to unleash human creativity is the cyborg technology and the vision that MELTIN has achieved, and the avatar robot is only a passing step.
I see. So you think the ADIDAS 4D technology could be used for this project.
fields and rice paddies that have been abandoned and are no longer cultivatedYes, I thought it could be used for the epidermis of cyborgs, for example. Generally, robots are built with the concept of a protector, in other words, they are built with the idea of wearing armor. ADIDAS 4D" can combine elasticity and rigidity in the same body, can't it? The epidermis of both humans and other living organisms is complex, and each has an optimal epidermis that functions properly. I think the technology used in "ADIDAS 4D" could be used in cyborg technology if it is used in different ways depending on the environment.
Thomas.adidas makes apparel products, but I think this kind of technology could be applied to extreme sports as well. And, on the other hand, for sports equipment as well. For example, by utilizing the materials and technology of "ADIDAS 4D," we can create a perfect sphere, and we can design a ball by applying this technology.
People will not move unless they have big dreams.
What was important to you in the development of the ADIDAS 4D with Carbon?
Thomas.After all, it is about sharing a vision. The CEO of Carbon Corporation was as full of vision as Mr. Tasaki, and when I met him, I resonated with him. Carbon already had excellent printing technology. The partnership began as a natural progression, as the future of production would certainly move in the direction of printing. I believe that we were able to form a good partnership because we shared the same values and the same direction in which we were headed.
fields and rice paddies that have been abandoned and are no longer cultivatedVision is important. I think it is important to discuss what kind of vision we are aiming for at the start.
Do you mean in working toward the same goal?
fields and rice paddies that have been abandoned and are no longer cultivatedYes, that's right. That is already the basic premise. The vision is not only to set a target worldview, but also a business plan on how to realize the worldview we want to achieve through business promotion. In other words, we should plan the expansion of our own business by ourselves, consider the creation of new business fields through our revolutionary technology together with collaboration with the existing market, and make it into a realization scheme. This is the importance of setting a vision.
In that sense, "ADIDAS 4D" could be used for cyborgs, and it seems to have quite a large potential.
fields and rice paddies that have been abandoned and are no longer cultivatedI think so. Personalization will be possible, too.
Thomas.This is a big step for adidas. Now I can actually work out.
fields and rice paddies that have been abandoned and are no longer cultivatedAfter all, the first one is like "ADIDAS 4D". I think it is very important to introduce visionary products that embody our vision at a high level. It is essential to be the first to present an image that no one had anticipated. Otherwise, the public will not pay attention and the business will not develop.
The ultimate pair that perfectly fits the individual's movement.
Finally, you mentioned customization earlier, but again, what is the future of "ADIDAS 4D" and what are your specific prospects for it?
Thomas.We are currently working on making 100,000 pairs by the end of the year. Next year, we plan to release more and more products using this sole. This is the case with the ALPHAHEDGE 4D, and we plan to incorporate it into other models as well. Our vision for the future is to be able to create completely customized products, including uppers and soles, by taking data from customers when they come into our stores. The ultimate item that perfectly fits the individual's movement.
Please check the official website frequently for the latest information on the ADIDAS 4D, including new models and new services, as they will be updated on the official website. We are proud to be able to show you the future of sports shoes and sneakers. Please stay tuned.
adidas Group Customer Service
Phone: 0570-033-033 (9:30~18:00 except Saturdays, Sundays and holidays) shop.adidas.jp/4d
