[Music]
we are at the estadio nasal in Lisbon
Portugal to uh celebrate the Mercurial
[Music]
Superfly the excitement is watching
people interact with the boots for the
first time experience them wear them on
Pitch play in them you're almost at a
bit of a lost for words about what it
actually means now that Superfly is on
Pitch we were really always after this
idea of of Designing and developing the
perfect boot for explosive speed what
happened to really align the Stars was
at the same time you know Nike was
really perfecting the technology around
flynit and what we learned very quickly
was that fly it could enable everything
that we wanted to deliver in the
superfly as a technology which was just
fantastic we're actually quite inspired
by what's happening outside of the world
of football you know specifically around
just the different sty style icons that
we have in football what colors they're
wearing what type of aesthetic they like
is really inspirational and helps us
think about what our boots should look
like in terms of the competition I think
we've got more than enough to focus on
with really focusing on the game and our
athletes and we don't really focus on
the competition
no the voice of the public is actually
really important and much more important
than you might think if you think about
the development of Superfly for example
some of the first people to actually see
the superfly Proto protypes were some of
our 17-year-old Academy players from
there we start sort of working and
refining the concept based on feedback
from Elite athletes but that process
then continues so it's quite powerful
how many 17 18 19y olds actually
participate in the development of of
products such as the superfly even
though maybe at the time they're not
aware of what their input actually is is
going
into there are certain insights that are
evergreen that just won't change even
when the game changes ACC is one of them
I mean this this idea of wanting a boot
that performs equally well and wet in
dry conditions is an Insight that isn't
going to go away and I think the same
thing is true around this this idea that
players want a lock down fit and that
lock down fit can only be achieved
through the dynamic fit collar is an
Insight that isn't going to change
players want to be locked down for
explosive speed and the dynamic fit
collar is the way to achieve that
[Music]
we definitely have a couple of ideas
save for the future I think the one idea
that that really uh fly it enabled us to
achieve was this idea of changing the
silhouette the dynamic fit collar is
something that's truly only possible
with fly net the fit that can be
achieved through flying it was something
too good for us to pass
up if you think about what Superfly is
known for it's known for revolutionary
technology and Aesthetics that the world
of football has never seen in Boots and
you know I think when you look at this
boot it clearly hits the mark of being
revolutionary in terms of Technology but
also Aesthetics so we actually uh
discussed at length what we should call
this boot and the fact is that Superfly
is an amazing name it's a name that we
have a ton of equity in uh we felt like
this more than met the mark of a boot uh
that could be called Superfly
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so we had an opportunity to go visit Uh
Kevin Prince bang and and Steven ALS
sharawi and we were told these players
are very very busy and and so they may
not have very much time to to spend with
the boots but they're very excited about
giving their opinion so Kevin Prince
bang walks in and he has his his
headphones in he's actually talking on
his phone the presentation begins and
he's he's still on his phone and then I
actually pull the boot out of the bag
and he quietly takes his headphones off
wraps his headphones around his phone
turns around puts his his his phone on
the table behind him and just sort of
leans in takes the boot puts it on and
from there it was just an amazing
interaction and that's where you get the
the quote from the the player video that
we have where he says you know these are
unbelievable can I play with them
already on Sunday um just an amazing
transformation of somebody who was was
certainly involved but then all of a
sudden became sort of personally
involved as soon as he experienced what
Superfly was like on his foot uh so that
was just that was an amazing part of the
journey for us