It is possible because of the consortium.
What is the "consortium" in the first place?
Kunii:The "Consortium" is a global project in which "adidas" collaborates with sneaker retailers in various countries. We have been involved in this project since 2010, and this is our sixth project.
In addition to "MITASU Sneakers" and "ATMOS," a total of 16 partners are participating in this EQT project, including "Foot Patrol" in London, "Solebox" in Berlin, and "Limited Edition" in Singapore.
What makes the Consortium unique? How is it different from other collaborations?
Kunii:The manufacturing process is basically the same as other collaborations. However, what makes the "consortium" definitely different from others is that we are not doing it for money. The same is true for adidas, and for us, we are not required to be profitable or efficient, and we do not need to think about lot size or cost. As long as we can create something that has meaning and significance, we can do whatever we want. The "consortium" products that are created in this way may be said to be the result of inefficiency. In a good sense, of course.
Kojima:This was the first time for ATMOS to participate in the "consortium," and we were surprised by the high degree of freedom. As Mr. Kunii said, we can take on new challenges without regard to profitability or efficiency, and without regard to business. It is hard to find such a project anywhere else.
Kunii:There is no such thing. That is the characteristic of a "consortium" and what is required of us, the collaboration partners.
Kojima:Personally, through this EQT project, I felt new possibilities for collaboration. I would like to work with the "consortium" again in the future on interesting products.
EQT CSG 91 MITA" ￥19,800
EQT Prototype ATMOS" ￥19,800
EQT CSG 91" ￥17,600
EQTPROTOTYPE" ￥17,600
EQT SUPPORT 93" ￥17,600
EQT RACE WALK" ￥14,300
