Define innovation: Having insight into what people want and need and finding a way of delivering
on that expectation.
What’s the innovation you’re most proud of? AdiZero technology is something I’m most proud of.
What’s the future of your industry? Lightweight shoes, products that cool you down and make
you faster. It’s all about the benefit you’re giving somebody, not necessarily a widget or technology.
What inspires you? The simplest ideas. Somebody who can reduce an idea to its simplest form but
still retain the essence of it.
James Carnes
Head Of Global Design
For Sport Performance
Adidas
Runners and athletes may recall that during
the mid- to late 1990s, athletic shoes came in two
varieties: heavy and heavier. James Carnes, head
of global design for sport performance at Adidas,
helped change that.
Carnes, who joined Adidas in 1995 after graduating
from the University of Michigan with a degree in
industrial design, developed the original prototype
for Adidas’ minimalist Feet You Wear model in the late
’90s. He then went on to spearhead the company’s
integration of ClimaCool technology in 2002. But
Carnes’ most prominent contribution to the global
footwear giant is its AdiZero technology, which creates
extremely lightweight sneakers.
“Every brand was trying to come out with the next
new technology that gives you added cushioning or
propulsion,” Carnes said. “Our athletes told us they
wanted shoes that were minimalist and light.”
By creating a single-piece shoe chassis, Carnes eliminated
the need for heavy glues and extra stitching,
both of which add weight. The technology produced
the 11.5-ounce Crazy Light basketball model, which
is four to five grams lighter than other lightweight
basketball shoes.
Carnes concedes that Adidas has to convince some
consumers that lightweight shoes can still be as supportive
and stable as the heavier alternatives. Still, the
company is not backing down from the challenge.
“If you play too much in the expected territory,
people are skeptical of your product,” Carnes said.
“You have to blow them away.”
— Fred Dreier
