nss talks to adidas Originals Senior Product Manager Maja Romeike

In June of this year Milan held its first White Street Market, bringing together fashion and street culture there was naturally a strong element of sneaker culture represented. Our obsession with sneakers is often focused on the end product with most of us never gaining much of an insight into the long process behind the creation of our favorite sneakers. At WSM, nss magazine had an exclusive chance to sit down with the Global Senior Product Manager for adidas Originals, Maja Romeike, to talk about the many elements that come along the way from being an idea to becoming a finished product. With a focus on adidas Originals latest big concept shoe, the P.O.D-S3.1 which had an incredibly long tooling and design process behind it. From its underlying philosophy of fusing elements of adidas Originals rich heritage with its very latest innovations, to the monumental procedure of physically chopping up hundreds of sneakers to give a very hands-on and quite unique design progression to the P.O.D. sneaker's evolution.

Watch our video interview between Maja Romeike and Peter Dahlgren below to hear more about the interesting process that brings sneakers from a concept stage to finally ending up on our feet.