Adidas Project

For A/W ‘19 Adidas will launch a skateboarding collection that targets male Millennials aged 17 to 25 years old. The collection is inspired by Adidas’s journey and drive to change the lives of young adults through the power of sport. Skateboarding has taken a strong root in Los Angeles and has positively impacted and changed the lives of young adults. According to Wixon, (2009) the craft of skateboarding is believed to enhance a student’s ability to adapt to almost any experience in life. Wixon (2009) believes that quality skateparks, educators and recreational professionals help to promote physical fitness and help build strong character traits in growing youths. According to the Recreational Management State of the Industry Report, “skateboarding is the number-one recreation choice for 6-18 year olds. (Pinoniemi, 2006).” Adidas hopes to broaden the age range by encouraging young male adults to continue to participate in this sport.

“THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES.”

“Physical activity makes us happier and energetic, while supercharging our immune system” (Lyons, 2017).

Skateboarding is celebrated, embraced and seen as a form of entertainment in Santa Monica and Venice Beach, Los Angeles. The sport is seen as a form of entertainment for the communitity. Skateboarders are seen as the rule here unlike, Downtown Los Angeles (DTLA) where they are looked upon as a major problem in the city. Skateboarders in the city struggle to define their public territory not only because the police and security guards are watching over them, but because architects have discouraged skateboarding by using ‘defensive architecture’ as a way and means to stop skateboarders from skateboarding in public space. They have included ‘skate stoppers’ into their designs to make it impossible for skateboarders to skate around the city. Defensive architecture needs to come to an end, not only is it preventing skateboarders from skateboarding in the city but it is dehumanising.

ALONE AND HOMELESS IN THE CITY OF ANGELS.

Los Angeles has a homeless crisis, but defensive architecture is not the way to remove these young adults from the streets.

According to BBC News, (2017) young people aged 18-24 years old are the fastest growing group of homeless people on the streets of Los Angeles. Adidas believes that a youth shelter for homeless and unemployed young adults is a great way to get this generation involved in sporting activities such as skateboarding. A recreation centre may help save the lives of many young homeless and unemployed adults. It is also a way for them to meet people who are in a similar financial/ living position. Adidas desires to eschew the stigma and break down the barriers of what people perceive as homeless or poor through skateboaording. Dazed (2015) reported an intersting case of a young homeless male adult living in Los Angleles: Roderick, “a nomadic young skater, overflowing with energy but has no place to call home� (Dazed, 2015) The young homeless living on the streets DTLA are bored and tired. These young adults need sport to empower them, build their confidence and change their outlook on life. Adidas aims to improve the lives of young male adults whether they be homeless, the working class and the unemployed by campaigning against defensive architecture, and by working towards the concept of introducing skateboarding friendly architecure. Adidas believes that skateboarding is a sport that could potentially save or benefit young Millennials aged 17-25 year olds living in Los Angeles.

“THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES.�

Not only will Adidas support and promote the benefits of a youth shelter and recreational centre but they will also encourage companies to include recreation and leisure in the workplace, to allow young adults working in the city to release stress and take their minds away from the hardships of working in such fast pace environments. Skateboarding in the workplace can be seen as an escape for these young workers and can also be used as a way to meet new people: team building. According to Lebbon and Hurley (2017) allowing leisure into the workplace will help employees to live a healthier life by improving employee health, motivation, well-being, and personal and professional growth. This collection is a platform to inspire architects and professional skateboarders to collaborate, to design innovative, interesting buildings/landscapes that incorporate skateboarding-friendly features. These skateboarding elements can be translated into the architectural structure of business buildings and recreational centres across the city in the hope to improve the lives of many young adults.

“THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES.”