Grazia is currently surrounded by the hottest street style ‘sneakerhead influencers’ at the adidas London Maker Lab but no one is causing as much stir as Pharrell. There’s a buzz as he rolls through the workshop wearing his own brand. Quiet and unassuming the game-changing 45-year-old producer/designer/icon has been an adidas ambassador since his 50-shade Super Colours range sold out in a weekend back in 2016. This man definitely knows his sneakers.
Today though, he wanders between the crowd offering guidance as Grazia is tasked with designing a trainer. Asked if he’s seen anything he likes, he simply says, “a lot”. Grazia asks if he has ever created a shoe from scratch like this? “No, I have not,” he muses. He’s a man of few words.
We’re here to launch the P.O.D. System trainer, which combines ’90s archive design with 2018 technology. Aware the global industry is set to be worth $220m by 2020, as we start to lace our own creation (embroidered with leopard print), are we creating a future hit for adidas?
“Possibly. It’s very interesting to bounce ideas off consumers,” reflects Morgan Boeri, Vice President of Footwear for adidas Originals. “Consumers now want style and function. P.O.D. System combines our future and past and we started designing it the way you are.”
That evening as Pharrell jumps up on stage with Stateside hip-hop trio Migos in his exclusive monochrome colour way P.O.D. System trainers, we can’t help but hope that our shoe might just inspire a new line. Grazia x adidas x Pharrell? Now who wouldn’t want that?
• Adidas P.O.D. System start from Dhs600 and are available now