I started the collaboration because I wanted to know what was out there .
What kind of image did you have of Reebok as a sports brand?
Great North:There is a sense of "inattentiveness" (laughs) , in a good way, of course. On the other hand, I have the impression that you are creating high-tech features one after another, such as the "pump system" and the new "jig system. I like cars, so I think sneakers are similar to cars. I like to look at them from the back or from the side.
Mr. Ohkita designed the DAYTONA DMX VA. He said, "I was conscious of creating a unique coloring while inverting the original color.
What were you thinking when you collaborated with "Reebok Classic"?
Great North:I thoroughly researched the brand, from shoes to everything else, digging through the archives. I collaborated with "CLUB C" and "DAYTONA DMX," but what kind of colors did they use? I looked at all the color variations in the lineup. . And then I looked for gaps in the color range.
You mentioned earlier that you were "shutting out information," but on the other hand, you acquired information through collaboration.
Great North:That's a mean thing to say (laughs). . Yes, it is. The challenge was to find a way to differentiate ourselves and create something new by looking at the history and coloring of the items we have made so far, while borrowing the signature of another company. . I wanted to create something that Reebok Classic didn't have. While pursuing a self-contained approach in the Vinyl Archive, I really wanted to know what was out there, which is why I started collaborating with Reebok Classic. . However, I felt that working with such a global brand was a higher hurdle than I had imagined.
Hurdles?
Great North:Like the lot, the marketing strategy was totally different from what I had in mind. . But I had to think about how to survive there. In a sense, I was working as if I was in a battle (laughs). After all, the scale of the company is large, and it has to sell well. Even if a product sells in the heat of the moment, you will not be approached by the next company. It's funny, but I wanted the brand to like me, and I wanted to step up my game.
. The collaborative model was developed not only in Japan but also globally, wasn't it?
Great North:I asked him if he wanted to do it that way. I dared to take the hard road myself.
What is it that you wanted to do, even if it meant putting yourself in a difficult environment?
Great North:I wanted to propose something that other companies could not do, including shoe design as well as visual production. I like to create such a total story. It was a great encouragement for me to know that people not only in Japan but also overseas liked my work.
