Growing the Next Generation of Wool in Sport€¦ · ATHLEISURE WEAR ATHLETIC WEAR IS A MINDSET &...
Transcript of Growing the Next Generation of Wool in Sport€¦ · ATHLEISURE WEAR ATHLETIC WEAR IS A MINDSET &...
4/6/2016
Growing the Next Generation of Wool in Sport
IWTO Sydney 2016
Craig Vanderoef- Senior Director of Product for adidas
Our purpose
“We consider the that the master craftsmen in every profession are more estimable and know more and are wiser than the artisans, because they know the reasons of the things which are done.” -Aristotle
The Boy Wonder
But the next set of problems will not be ours alone to solve and they will need to solved
quickly… and we are going to need help.
Animal
Welfare
Environmental
Concerns
When and Why to Wear
Wool
GEN Y
2 BILLION (GLOBALLY)AGES 18-34
$2.5 TRILLION BY 202075% OF WORKFORCE BY 2025
THEY ARE CALLED “MILLENNIALS”
GEN Z
47 MILLION (US)17 YEARS OLD AND UNDER
INFLUENCES $600 BILLION IN PARENT SPENDINGTRUE DIGITAL NATIVES
Generational nuancesA CLOSER LOOK
TECH SAVY (2 SCREENS)THINK 3D
RADICAL TRANSPARENCY: SHARE ALL
SLACKTIVISTSMULTI-CULTURAL
TOLERANCEIMMATURE
COMMUNICATE WITH TEXTSHARE STUFF
SEEK AFFIRMATIONNOW FOCUSED
OPTIMISTSWANT TO BE DISCOVERED
GEN Y
TECH INNATE (5
SCREENS)
THINK 4D
JUDICIOUSLY SHARE:
GEO-LOCATION OFF
ACTIVE VOLUNTEERS
BLENDED (RACE +
GENDER)
TOGETHERNESS
MATURE
COMMUNICATE WITH
IMAGES
MAKE STUFF
HUMILITY
FUTURE FOCUSED
REALISTS
WANT TO WORK FOR
SUCCESS
GEN Z
SHAPING NEW IDENTITY
THERE IS INCREASINGLY A DESIRE & OPPORTUNITY, EVEN EXPECTATION TO BE MORE THAN, TO DELIVER MORE THAN,
TO REINTERPRET, RECREATE, REINVENT, BEYOND THE EXPECTED.
REALISM – TRUTH
REALISM OVER IDEALISM ACCELERATES. THERE IS APPRECIATION & DEMAND FOR THE TRUE STORY
BEHIND PRODUCTS, PEOPLE AND BRANDS.
VALUE GETTING CRITICAL, HONEST FEEDBACK IN ORDER TO CONTINUALLY IMPROVE. THEY FEEL OBLIGATED TO SHARE THEIR
OPINIONS WITH OTHER PEOPLE AND BRANDS
GUT FEELING
EMOTION IS A MAJOR CURRENCY OF GEN ZAS THEY INCREASINGLY RELATE TO BRANDS
IN TERMS OF HUMAN RELATIONSHIPS
GLOBAL GENERATION
THIS GENERATION FEELS STRONG LINKS TO OTHERCULTURES & DIVERSITY.
BLUR BOARDERS REGARDING GENDER, RACE, & RELIGION. THEY ARE MORE OPEN & TOLERANT. THEY SEEK TO SEE THIS
REFLECTED BY BRANDS.
COOL TO CARE
TURBULENCE OF THE WORLD MATTERS TO THIS GENERATION WHO EMBRACE EACH OTHER.
EQUALITY, ACCEPTANCE AND HUMAN RIGHTS ARE EXPECTED. EMPATHY IS COMBINED WITH ACTION.
SKILL BUILDING
89% SPEND PART OF THEIR FREE TIME DOING ACTIVITIES THEY CONSIDER PRODUCTIVE AND CREATIVE
PEER TO PEER
CONSUMERS SEEK INFLUENCE AMONG THE GROWING CULTURE OF YOUTUBE & INSTAGRAM STARS,
RELATING TO ‘REAL PEOPLE’ THEY CAN SEE THEMSELVES IN
SPORT
SPORT USE TO BE SOMETHING YOU WROTE ON YOUR TO-DO LIST IN THE SENSE YOU WERE WORKING ON IT.
TODAY IT IS NOT SOMETHING YOU DO BUT SOMETHING YOU ARE. IT’S ABOUT HOW YOU LIVE YOUR LIFE.
ESPECIALLY A LIFE IN CONSTANT PROGRESS...
WELLTHNESS
THERE IS INCREASING STATUS IN LEADINGAN ACTIVE & HEALTHY LIFESTYLE.
WE HAVE NEW METRICS TO REDEFINESTRENGTH & EMPOWERMENT.
THIS HAS CHANGED PERCEPTIONS OF FITNESS & IDENTITY.
ATHLEISURE WEAR
ATHLETIC WEAR IS A MINDSET& FASHION STATEMENT.
IT IS A BEING, LIVING, DOING ATTITUDE & BADGE.
SPORT COLLECTIVE
HELP CONSUMERS BUILD THEIR OWN BRAND, USING OUR TOOLS AND RESOURCES
BYCONNECTING PEOPLE WITH SPORT AROUND THE GLOBE
BATMAN and Co
• BAT
So what do we do…• Teach them the Truths that drive life on the farm and invite
them to see it… and ask them what they think• We invite them to the Mill and we teach them a new skill
that makes them better and ask how they would improve it• We offer our services and capital help them to define their
sport collective• We work with their Social influencers to create the uniform
of modern wool• We invite them in to make sure that as they shape their new
identity we are a part of it or the very foundation upon which they build it
We Create Together!!