sportswear-makers made futuristic design into product

convincend the consummer bought shoes on their technical function

1. 2004, J. Carmes and Mr. Rasmussen met at a conference in Oslo

2."A mobile phone may have 72 function, only 50 are used"

1. Adidas

1. Adi Dassler

2. Puma

Rudolf Dassler

1.Nike

1.Big cheque to star to wear products

2. Puma

2. revenues go on marketing (non-sporting casu clothes

3. Adidas

3. less revenu on marketing - lifestyle goods.

customers motivation

spent 24 hours with customer

fitness was THE sport for most

conditions

Bayern Munich FC

Professionnal and amateur

Speed hard to train

Light Football Boot

Year of World Cup -> money

Uniform London Olympics

Untraditionally British

Union Jack unrecognisable

Critisism but commercial hit

Football Uniform russia

$2.7 billion football

takeover reeboko