CK: adidas is owning the ‘light’ performance shoe these days. How do you continue to innovate while keeping the weight the same or even reducing it further?
Peveto: We have to earn it every hour of every day. We have a lead position because lightweight is very true to the ethos of our company. We’re a brand that was started by a man obsessed with reducing weight in high jump shoes and sprint spikes. The approach has been ingrained since Day 1. We evolve by actively learning about new construction methods, new material development and new molding processes. We don’t just make shoes light, we make shoes fast. Making a shoe light is just removing parts. Making a shoe fast requires much more, from understanding energy loss patterns to finding materials that help maintain energy. Lightweight is a product attribute. Fast is a performance benefit.
CK: Was there any key athlete feedback from the original Feather that adidas factored into Feather 2?
Peveto: Yes. The most clear feedback was to keep the sole lightweight but pump up the in-shoe comfort and structural support. We did.