Disrupting the technical lifestyle running market: the adidas NMD

Written by Enrico Grigoletti
Photo by Pietro Cocco
Set design by Hyemin Ro

Week 03
RESHAPING THE FUTURE

The increasing need to constantly travel within and between cities has shaped consumption behaviours of modern citizens, and ultimately has set technology, stability and comfort as the standard requirements for any wearable product.
This need has thus subverted the relationship between style and technology, and the street is now fast becoming the place in which the best technological inventions and innovations are fashioned.
Looks and apparel are constantly evolving and blending with one another and modern consumers, who shape the environments and subcultures around them on a local level, on the streets, and globally in the digital sphere. They are constantly creating, connecting, building and progressing.

Disrupting the technical lifestyle running market was the first goal adidas established when designing the NMD.
Ultimately they created a disruptive combination of shapes, structure and materials, inspired by elements of the Micropacer and Boston Super. NMD was created by repurposing the best technologies in the industry today such as BOOST and PRIMEKNIT, and it is the first technical runner born as a sneaker as opposed to a sports shoe. The durable, shock-resistant material in the midsole is immediately recognizable, as much as the icons from which it drew its inspiration.

Avid readers, we bring you the NMD through the sleek images of Pietro Cocco.

RESHAPING THE FUTURE is a project in association with adidas Originals

Originally released in 1984, the adidas Micropacer was the first running shoe featuring a microprocessor displaying performance statistics to athletes.