Relaunch of the adidas EQT series - Interview with Till Jagla

During the EQT event at Fashion Week in Berlin, my buddy b0b and I had the opportunity to speak with Till Jagla, Global Senior Director adidas Originals Footwear Concepts, for an interview about the relaunch of the Equipment series, with the release of the "B-Side" EQT models already planned for this week, so now is exactly the right time to get some background information on the Equipment topic. Till not only works at adidas, but has also been rooted in the sneaker scene for years and is a big fan of the Equipment series. That's why there's hardly a better person for me to talk to at the moment than him, as he knows exactly what makes the new and old generation of EQT fans and enthusiasts tick.here's the first part of the interview with Till. Additionally, there are some fresh on-feet pictures of the new adidas EQT 93/17, which I took together with Pangea in Cologne this weekend. You'll find the second part of the interview tomorrow on www.sneakerb0b.de!DS: Hi Till, hello there! You and I have known each other for a while, but perhaps you could introduce yourself briefly so that everyone knows who you are and what you do at adidas. My name is Till Jagla. I'm 37 years old and have been working at adidas since 2010. My team and I have the extraordinary privilege of being responsible for all global footwear concepts, including the EQT series.DS: What do you mean by being responsible for concepts? How does that work? Concept creation takes place in our product marketing department. In principle, we are the interface between design, development and communication. Everything that is implemented at this event comes from a large team. Many people worked on the relaunch of the EQT series across departments and, as a representative of the brand, I now have the privilege of conducting the interviews with you.DS: You and your team are responsible for the concepts. What were your specific tasks in the relaunch and further development of the EQT series? The most important thing for us was to treat the EQT series with as much respect as possible. There are many ways to do it wrong and only a few ways to do it right. We tried to filter out what was the essence behind the concept back then. It quickly became clear to us that we should only focus on the best of the best. Be it materials, shape or the new color. Turbo Red in particular was an important building block in our concept, because we understood that the color Sub Green has created certain associations with a product over the years. We deliberately wanted to combine the relaunch of the EQT series with a color in order to offer the younger generation a new "hero colorway". Turbo Red is to become a color that will shape a new era of the EQT series in the coming years.DS: You're talking about a new era. With the relaunch of the EQT series and the new colorway, are you deliberately trying to appeal to a new, perhaps younger target group? ideally, of course, we are trying to please all EQT fans, young and old alike. That's why we've launched three models on the market. The Refine has been given a revised shape, which should appeal to fans of the OG models in particular. Our "spaceship" is the 93/17, which combines the best adidas technologies in one shoe: Primeknit and Boost. To connect the young and old generations, we have developed the ADV.(...) to be continued here!Photos Credits: Pangea