4/6/2016

Growing the Next Generation of Wool in Sport

IWTO Sydney 2016

Craig Vanderoef- Senior Director of Product for adidas

Our purpose

“We consider the that the master craftsmen in every profession are more estimable and know more and are wiser than the artisans, because they know the reasons of the things which are done.” -Aristotle

The Boy Wonder

We are winning some big battles together…

Itchiness WashableWool in the Heat

Globalizing

But the next set of problems will not be ours alone to solve and they will need to solved

quickly… and we are going to need help.

Animal

Welfare

Environmental

Concerns

When and Why to Wear

Wool

CRAFTSMEN TODAY

GEN Y

2 BILLION (GLOBALLY)AGES 18-34

$2.5 TRILLION BY 202075% OF WORKFORCE BY 2025

THEY ARE CALLED “MILLENNIALS”

GEN Z

47 MILLION (US)17 YEARS OLD AND UNDER

INFLUENCES $600 BILLION IN PARENT SPENDINGTRUE DIGITAL NATIVES

Generational nuancesA CLOSER LOOK

TECH SAVY (2 SCREENS)THINK 3D

RADICAL TRANSPARENCY: SHARE ALL

SLACKTIVISTSMULTI-CULTURAL

TOLERANCEIMMATURE

COMMUNICATE WITH TEXTSHARE STUFF

SEEK AFFIRMATIONNOW FOCUSED

OPTIMISTSWANT TO BE DISCOVERED

GEN Y

TECH INNATE (5

SCREENS)

THINK 4D

JUDICIOUSLY SHARE:

GEO-LOCATION OFF

ACTIVE VOLUNTEERS

BLENDED (RACE +

GENDER)

TOGETHERNESS

MATURE

COMMUNICATE WITH

IMAGES

MAKE STUFF

HUMILITY

FUTURE FOCUSED

REALISTS

WANT TO WORK FOR

SUCCESS

GEN Z

SHAPING NEW IDENTITY

THERE IS INCREASINGLY A DESIRE & OPPORTUNITY, EVEN EXPECTATION TO BE MORE THAN, TO DELIVER MORE THAN,

TO REINTERPRET, RECREATE, REINVENT, BEYOND THE EXPECTED.

REALISM – TRUTH

REALISM OVER IDEALISM ACCELERATES. THERE IS APPRECIATION & DEMAND FOR THE TRUE STORY

BEHIND PRODUCTS, PEOPLE AND BRANDS.

VALUE GETTING CRITICAL, HONEST FEEDBACK IN ORDER TO CONTINUALLY IMPROVE. THEY FEEL OBLIGATED TO SHARE THEIR

OPINIONS WITH OTHER PEOPLE AND BRANDS

GUT FEELING

EMOTION IS A MAJOR CURRENCY OF GEN ZAS THEY INCREASINGLY RELATE TO BRANDS

IN TERMS OF HUMAN RELATIONSHIPS

GLOBAL GENERATION

THIS GENERATION FEELS STRONG LINKS TO OTHERCULTURES & DIVERSITY.

BLUR BOARDERS REGARDING GENDER, RACE, & RELIGION. THEY ARE MORE OPEN & TOLERANT. THEY SEEK TO SEE THIS

REFLECTED BY BRANDS.

COOL TO CARE

TURBULENCE OF THE WORLD MATTERS TO THIS GENERATION WHO EMBRACE EACH OTHER.

EQUALITY, ACCEPTANCE AND HUMAN RIGHTS ARE EXPECTED. EMPATHY IS COMBINED WITH ACTION.

SKILL BUILDING

89% SPEND PART OF THEIR FREE TIME DOING ACTIVITIES THEY CONSIDER PRODUCTIVE AND CREATIVE

PEER TO PEER

CONSUMERS SEEK INFLUENCE AMONG THE GROWING CULTURE OF YOUTUBE & INSTAGRAM STARS,

RELATING TO ‘REAL PEOPLE’ THEY CAN SEE THEMSELVES IN

SPORT

SPORT USE TO BE SOMETHING YOU WROTE ON YOUR TO-DO LIST IN THE SENSE YOU WERE WORKING ON IT.

TODAY IT IS NOT SOMETHING YOU DO BUT SOMETHING YOU ARE. IT’S ABOUT HOW YOU LIVE YOUR LIFE.

ESPECIALLY A LIFE IN CONSTANT PROGRESS...

WELLTHNESS

THERE IS INCREASING STATUS IN LEADINGAN ACTIVE & HEALTHY LIFESTYLE.

WE HAVE NEW METRICS TO REDEFINESTRENGTH & EMPOWERMENT.

THIS HAS CHANGED PERCEPTIONS OF FITNESS & IDENTITY.

ATHLEISURE WEAR

ATHLETIC WEAR IS A MINDSET& FASHION STATEMENT.

IT IS A BEING, LIVING, DOING ATTITUDE & BADGE.

SPORT COLLECTIVE

HELP CONSUMERS BUILD THEIR OWN BRAND, USING OUR TOOLS AND RESOURCES

BYCONNECTING PEOPLE WITH SPORT AROUND THE GLOBE

CO-CREATION

81% OF U.S. GEN Y WOULD BE INTERESTED IN HELPING A COMPANY DESIGN A NEW PRODUCT

BATMAN and Co

• BAT

So what do we do…• Teach them the Truths that drive life on the farm and invite

them to see it… and ask them what they think• We invite them to the Mill and we teach them a new skill

that makes them better and ask how they would improve it• We offer our services and capital help them to define their

sport collective• We work with their Social influencers to create the uniform

of modern wool• We invite them in to make sure that as they shape their new

identity we are a part of it or the very foundation upon which they build it

We Create Together!!