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Sports Wear Goes into Fashion
时装化的运动服

Reporter
"Will they make me run faster?" That's a question often heard by a ten-year-old shopper for a new pair of shoes. The answer to that question unfortunately, is "No". But the ten-billion-dollar athletic shoe industry is doing just fine even though it can't achieve all the aspirations of a ten-year-old.
The big brands in last few years have managed to create icons of style out of the athletic shoe. Adidas, for instance, has created something between street wear and high-end fashion.
记者
“这些鞋能让我跑得更快吗?”一个10岁的孩子买鞋时经常会这样问。很不幸,对这个问题的回答是“不能”。虽然价值百亿美元的运动鞋业不能满足一个10岁孩子的所有渴望,但这一行业发展得还不错。在过去的几年里,几家著名的运动鞋品牌成功地从运动鞋中创造了时尚偶像。例如,阿迪达斯创造了介于休闲与高档时装之间的产品。

Reporter
Meet the people behind one of Europe's more unusual fashion houses. Stan Smith, Chuck Taylor and Air Jordan, some say these trainers are now transcending sport, and entering the realm of pop art. "They are such a part of culture now, they are those who revere certain products as icons." Okay, so this exhibition is taking place at a shoe store and not the Pompidou center. But athletic shoemakers are working to earn their design credentials. Instead of burly footballers, slender models are sporting Adidas trainers.
记者
让我们认识一下创造了欧洲独特时尚品牌的人物吧。有人说,像斯丹·史密斯、查克·泰勒、飞人乔丹这些运动鞋已超越了运动领域,进入流行艺术的王国。“它们成为流行文化的一部分,被赶时髦的人视为时尚标志。”尽管,这次展览放在鞋店里举行,而不是在蓬皮杜中
心。但运动鞋制造商正努力使产品时尚化,苗条的模特取代了强壮的足球明星们来展示阿迪达斯运动鞋。

Adidas CEO
"Adidas is known as a great functional brand, always delivering the best functional sports products. On top of that, it's no long enough just to have the basic colors and so on, things like that. It's really important for us also to deliver great designs, inspirational designs."
阿迪达斯CEO
“阿迪达斯是一个以运动功效强而著称的品牌,我们总能生产出最具运动功效的体育产品。但现在仅有这些已经远远不够了。拥有最优秀的、充满灵感的设计对我们来说才是最重要的。”

Reporter
To achieve that, Adidas has entered into partnership with Japanese designer Yoji Yamamoto.
记者
为了实现这一目标,阿迪达斯开始同日本设计师Yoji Yamamoto 进行合作。

Fashion Magazine Editor
"It's such an unlikely marriage, because Yoji is kind of considered to be one of the most avant -garde designers in the world. And also, the last person you really think of to be associated with sports wear. And Adidas had such a sort of, kind of very very high profile in the sports. Kind of media generally. So to put the two together is some quite bizarre."
《时尚》杂志编辑
“这真是一次不寻常的合作,因为在人们眼里,Yoji是世界上最前卫的设计师。没有人能把他的设计与运动服饰联系起来。阿迪达斯因其体育用品而闻名,这两个放在一起实在是标新立异。”

Reporter
Bizarre perhaps, but also increasingly common. Competitor Puma has also teamed up with Joe Sander to deliver a high-end trainer. But Adidas isn't just depending on name designers to increase its style points. The company is pushing its clothing out of sporting good stores and into fashion boutiques. The classic Adidas tracksuit had a prominent place in the quirky film "The Royal Tennenbaums". And sales of this retro clothing line had contributed 15% to the company's revenues. But fashion still remains on the fringes.
记者
也许是有点怪异,但这样的情况越来越普遍了。阿迪达斯的竞争对手彪马也同设计师Joe Sander 合作设计高档运动鞋。但阿迪达斯不只是要靠知名设计师来增加它的时尚性,公司还将它们的运动产品从体育用品商店撤出然后摆进昂贵的时尚精品店。经典阿迪达斯运动衣非常显眼地出现在讽刺电影《The Royal Tennenbaums》里,而这款复古风格的服饰销售收入占到总收入的15%。时尚服装仍然只是公司产品的一小部分。

German Guy
"On the outside of the shoe, you got his name stitched on, Beckham, the back is the British flag, on the insole of the shoe, you got his number, 7. Here on the tongue, the top, the name of his son has been stitched on."
德国小伙子
鞋的外部缝有贝克汉姆的名字,后部是英国国旗,内底是贝克汉姆7号球衣的号码,这里是鞋舌,上部缝有贝克汉姆儿子的名字。

Reporter
Here it is: the location where professional foot-ballers get their shoes made. And it's Adidas athletic shoes that remain the core of the business, bringing in more than 600 million dollars last year.
记者
这里是为职业足球运动员做球鞋的工厂。阿迪达斯运动鞋依旧是它们公司的主打产品,去年阿迪达斯运动鞋创造了6亿美元的收入。

Adidas CEO
"We are a clear sporting goods company, there is no doubt. If sporting goods goes into life style, then we are happy we take it. But all what we are doing is inspired by performance in sports."
阿迪达斯CEO
“我们是生产运动产品的公司,这一点毫无疑问。如果体育产品日益生活化, 很高兴我们做到了。而我们所做的一切都是由运动激发的灵感。”

Reporter
But if by chance the fashion icon happens to play football, who says Adidas not to take advantage?
记者
但如果一个时尚偶像碰巧也是足球运动员, 谁说阿迪达斯公司不会利用这个机会?

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