{"id":480524,"date":"2016-01-18T15:31:58","date_gmt":"2016-01-18T20:31:58","guid":{"rendered":"https:\/\/www.snkrsday.com\/?p=480524"},"modified":"2019-01-23T05:59:17","modified_gmt":"2019-01-23T10:59:17","slug":"interview-adidas-peter-hong-discusses-new-laceless-soccer-cleat","status":"publish","type":"post","link":"https:\/\/www.snkrsday.com\/interview-adidas-peter-hong-discusses-new-laceless-soccer-cleat\/","title":{"rendered":"Interview \/\/ adidas&#8217; Peter Hong Discusses New Laceless Soccer Cleat"},"content":{"rendered":"<p>As 2016 treks along, there continues to be one particular brand that is unequivocally looking to further footwear innovation and that\u2019s <strong>adidas<\/strong>. A successful\u00a02015 campaign saw both Kanye West\u2019s signature line and the suddenly <em>\u201ciconic\u201d<\/em> BOOST\u00a0technology turn the sneaker culture on its ear. But with all of those things in mind, this latest venture from adidas that derives from the soccer lineage may be their most ambitious yet as they have unveiled the <strong>adidas ACE 16+ PURECONTROL<\/strong>, a laceless soccer boot.<\/p>\n<p>Arriving in eclectic hues and being under the tutelage of some of the finest football players that include the likes of Lionel Messi, this silhouette could surely revolutionize the way we look at related models. With that in mind, we garnered an exclusive interview with Senior Merchandise Manager Peter Hong\u00a0who gave an intimate look at the design process of the model and how it hopes to revolutionize the industry.<\/p>\n<p><strong>Snkrs Day: What was the initial inspiration behind having a \u201claceless\u201d soccer cleat?<\/strong><\/p>\n<p><strong>Peter Hong:<\/strong> That\u2019s a great question. I believe it really boils down to thinking what the \u201cA-Silo\u201d represents. It&#8217;s all about ball control and controlling the game. We always work with the players and have a player in mind whenever we create certain products, so within the design process we would ask them, \u201cWhat does control mean to you?\u201d With the game changing and evolving, it\u2019s much more than just ball control, but ultimately control within your entire body and becoming a general on the field. We wanted to deliver a product that A) offered premium performance to that respective player and B) provided the look of a dominating type figure.<\/p>\n<p><strong>Snkrs Day: With the upper being so streamlined, how important was the durability within the design process?<\/strong><\/p>\n<p><strong>Peter Hong:<\/strong> Durability was so important to us. Whenever we have focus groups or consumer studies, durability and quality are always primary issues for us and we pride ourselves in that. With soccer being such a heritage sport for us, we are able to craft and design really quality and durable products throughout our experiences.<\/p>\n<p><strong>Snkrs Day: During the creation process, what was the biggest challenge to see this design come to life?<\/strong><\/p>\n<p><strong>Peter Hong:<\/strong> We took things a step further in the \u201cDream Factory\u201d and broached the question of <em>\u201cWhat if we took away the laces? What would that feel like and how would that perform?\u201d<\/em> After the initial ideation, all of our products go through at least a two-year development cycle. In the grand scheme of things, we\u2019re literally making players\u2019 dreams come true when this model hits the market. We are really trying to create a clean kicking surface for players.<\/p>\n<p><strong>Snkrs Day: Over the past few years, we\u2019ve seen a lot of cross-functionality between soccer and football when it comes to cleats. Would you welcome the notion of players within American Football rocking this silhouette on a regular basis?<\/strong><\/p>\n<p><strong>Peter Hong:<\/strong> I follow the NFL and the NCAA, and it\u2019s like the biggest compliment to see skill-position players wearing a soccer boot. So, for those guys to step outside of their comfort zone and see a product within the soccer world and incorporate it into their game is the biggest compliment that I can receive. That tells me that they see something that is super desirable and has great performance benefits.<\/p>\n<p><strong>Snkrs Day: Going forward, what other performance features are you looking to bring to the market?<\/strong><\/p>\n<p><strong>Peter Hong:<\/strong> I can\u2019t give out too much information, but what I can tell you is that laceless is the future.<\/p>\n<p><strong>Snkrs Day: With that in mind, what\u2019s your dream scenario for this innovation?<\/strong><\/p>\n<p><strong>Peter Hong:<\/strong> It would definitely be for every person to experience that incredible \u201cball-striking\u201d moment. The name itself derived from \u201cPure Control\u201d and that\u2019s what we are looking to offer the prospective athlete is optimal control and a unique kicking experience when it comes to soccer. We had endless amounts of professional player input and they would state how easily they were able to strike the ball and how \u201cpure\u201d of an experience it was. That really did it for us and hopefully the name will continue to speak for itself.<\/p>\n<p><em>To cop your very own pair of the adidas ACE 16+ PURECONTROL, then head over to adidas now as they can be yours for the retail price of $300.<\/em><\/p>\n<p>Imagery of Peter Hong via <a href=\"http:\/\/www.hypebeast.com\" target=\"_blank\">Hypebeast<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As 2016 treks along, there continues to be one particular brand that is unequivocally looking to further footwear innovation and&hellip;<\/p>\n","protected":false},"author":149,"featured_media":480526,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19],"tags":[1225462,1225659],"cultivate_rss":[],"class_list":{"2":"type-post"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.0 (Yoast SEO v24.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview \/\/ adidas&#039; Peter Hong Discusses New Laceless Soccer Cleat | Snkrs Day<\/title>\n<meta name=\"description\" content=\"Where to buy Interview \/\/ adidas&#039; Peter Hong Discusses New Laceless Soccer Cleat shoes. 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