Viktor switches from Yonex to adidasd. 01-03-2013
After two years as a Yonex player, Viktor has now entered into a new and exciting relationship with the second-biggest sports brand in the world – adidas. Having been absent from the sport of badminton for decades, the famous German brand is now launching a high-powered return to the arena. Or, in the words of adidas itself, the company is going “All in for badminton”.
It is no secret that Viktor is proud and delighted that adidas has chosen him as ambassador for their completely new badminton range – a range of clothing and equipment in whose development adidas has invested millions, working with some of the most highly skilled engineers in the world. As a result, the collection is complete from Day 1 and features racquets, strings, shuttlecocks, shoes, clothing and bags.
The fact that the player representing the new collection comes from Denmark is clearly reflected in the new collection, where the dominant colours are red and white.
“Our sport is not exactly known for innovations, so when such a strong brand has finally succeeded in developing something really special, then it’s a matter of climbing aboard – and being proud to have been chosen.”
What is so special about adidas?
What’s the best thing about adidas products?
“To my mind, the shoes are far and away the best and coolest thing about the switch. If there’s one thing adidas knows, it’s how to develop and make shoes – and they’ve come up with something very special for badminton. My feet feel like they’re encased in a ‘protective shell’. It’s actually a bit hard to describe unless you’ve experienced it yourself, but after only a few tests, I just knew that the new shoes felt not only comfortable but absolutely ‘right’ on court.”
How has adidas tackled the launch up until now?
He goes on to relate that it was a special experience to have his feet tested and photographed from every conceivable angle – and then see a life-size plastic model of them.
“The adidas specialists found out that my feet aren’t the same size. In other words, they gave me an explanation for why one of my big toe nails is usually black; it’s because it is always bumping into the toe end of my shoe. No other shoe manufacturer has picked up on that before. As a result, I’ll actually be running around in shoes of different sizes,” says Viktor with a broad grin.
Viktor relates that the adidas advertising team started by making a series of recordings of him talking about the products. In English, of course.
“Then we carried on with some shots of me playing on a court they had set up for the occasion. After that, they had me play a ‘match’ with a famous rock musician from the local area. He played hard core rock on his guitar while I had to pretend my racquet was a guitar. It was a great experience – rock ’n’ roll in the spotlight and all that. But I think they could have stretched to a smoke machine …"
“To finish off, they had me leap up from a trampoline for a jumping smash and land on a thick mat. It looked like I was jumping way, way above the net – a pretty cool idea, I think. So as to the question about marketing … we’ve only just started, but it looks like it’ll be some of the coolest stuff that’s been seen in our sport for a very long time. And I can hardly wait!”
What are you most looking forward to in the working relationship?
“At the same time, I must say that I’m really looking forward to working with a team of thoroughly professional people who want the best for a sport that they don’t actually know all that well at the moment, but who have done their homework so that they can get to know it better. It’s true that we could use a breath of fresh air, and this is why I am – to use adidas’ slogan for its new badminton line – ‘All in for a new game’!”
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