{"id":988073,"date":"2021-06-24T11:55:57","date_gmt":"2021-06-24T16:55:57","guid":{"rendered":"https:\/\/www.snkrsday.com\/?p=988073"},"modified":"2021-06-24T11:56:02","modified_gmt":"2021-06-24T16:56:02","slug":"extra-butter-ceo-ankur-amin-interview-adidas-happy-gilmore-collaboration","status":"publish","type":"post","link":"https:\/\/www.snkrsday.com\/extra-butter-ceo-ankur-amin-interview-adidas-happy-gilmore-collaboration\/","title":{"rendered":"Interview with Extra Butter’s CEO Ankur Amin About The adidas x Happy Gilmore Collaboration"},"content":{"rendered":"\n

Snkrs Day got to chat with Ankur Amin, CEO of Extra Butter<\/a> about the adidas x Happy Gilmore Collection<\/a> for the 25th anniversary of the cult classic comedy. This interview has been edited and condensed for clarity.<\/p>\n\n\n\n

NK: What does the movie mean to you? How\u2019s your temper on the golf course?<\/strong><\/p>\n\n\n\n

AA: Happy Gilmore is iconic. It\u2019s my favorite Sandler movie. It\u2019s infinitely rewatchable and quotable. It\u2019s a silly comedy on the surface but there\u2019s a lot of depth beneath it, I hate to call it a golf movie. To me, it\u2019s more like an anti-golf movie made by people who love golf. <\/p>\n\n\n\n

Do I have a temper on the course? Absolutely not. It takes a lot for me to lose it and not much in golf can make me do that.<\/p>\n\n\n\n

NK: How did the collection come together? Who approached who?<\/strong><\/p>\n\n\n\n

AA: I have been talking about doing something around golf for 3-4 years. I love the game and want to see it grow. I took up the game so late in life and I would have benefitted so much had I picked it up at a younger age. The game builds character and opens doors in the professional world, but access to the sport was difficult for us back in the day. There were financial barriers and then there were stigmas around the game being too stuffy and for old people. But things are different now, golf is becoming more diverse and it\u2019s represented by people of varied age, economic backgrounds, and ethnicities. Even \u201cthe culture\u201d is picking up the game and trying to bring its own style and flair to the game. We at Extra Butter love that and want to be a part of this conversation.<\/p>\n\n\n\n

The initial idea was to do a golf-inspired lifestyle sneaker back in 2019.  We had a relationship with NBC Universal and knew that Happy Gilmore\u2019s 25th anniversary was coming up in a couple of years.  We first discussed this idea with adidas informally in the Summer of 2019.  We were all focused on the Cableknit collab<\/a> at the time so talks didn\u2019t advance too much at that time. But once we had time to dive deeper into the film and this project, it became apparent that there were richer deeper stories here and a bigger opportunity to story tell around performance golf apparel and footwear. <\/p>\n\n\n\n

NK: When I came up with these questions initially, the commercial spots you guys did for this collaboration with Christopher McDonald, PK, Tanya, and Roger didn\u2019t drop yet. Do you have any stories about the production of it and how it came together? <\/strong><\/p>\n\n\n\n

AA: I\u2019ve got tons of stories. In some ways, this collaboration was meant to be because a lot of things came together perfectly while things were in motion.\u00a0 Happy Gilmore is a vastly underrated film. So many people have connections to this film, and no one really puts it on their top list of anything.\u00a0When we started, we thought of it as a lifestyle sneaker play but when we dove deeper, we found there were more underlying themes that were richer and more important for golf. So we started building towards it.<\/p>\n\n\n\n

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