Shoes of the future

A computerized basketball shoe controlled by a microchip will be out in the market, probably next year, says Adidas Philippines managing director John Alonte.

The project is still under wraps and all I could pry out of Alonte were hints of what to expect.

Alonte says the shoe will be able to keep in step, so to speak, with players whose movements on the court vary depending on the position they play—point guard, offguard, shooting forward, power forward or center. It will revolutionize the industry, for sure.

No specific star will be assigned to endorse the shoe because it’s that special. The shoe will speak for itself.

Adidas broke ground in the high-tech market by producing the model called Adidas 1, a running shoe with a microchip. There are magnetic sensors in the sole that read heel compression and send measurements to a motor-driven cable system to soften or firm the shoe as necessary. The same principle will apply in the basketball version.

Can you imagine a shoe with almost a mind of its own? Chuck Taylor never envisioned anything like this when he designed the popular canvas high-tops.

It’s no wonder that in the Philippines, Alonte says Adidas is by far the market leader in indoor and running shoes. Throw in apparel, too, because Adidas employs local labor in finishing its goods which use imported materials unlike other brands that are manufactured abroad and more expensive. Nike, however, remains No. 1 in basketball shoes.

In Europe and in Asia, Adidas claims to be the top dog. But in the US, Nike and Reebok are ahead in the race—which is a key reason why Adidas recently bought Reebok.

"Adidas and Reebok are compatible companies in that they put a lot of importance in technology, research and development," says Alonte.

The fusion has sent Alonte to conferences with other Adidas corporate executives all over the world the last few weeks to map out a strategy of synergy. Integration makes sense to generate the economies that are inherent in a merger. The union will mean a stronger presence in the global marketplace.

Alonte says Adidas has been on the lookout for acquisitions and several candidates are being considered. Nike is also on a buying binge, with Converse its latest prize.

On the local front, Alonte says Adidas is rolling out the red carpet for the guests expected to grace the Asian Streetball Finals next month. Already confirmed to fly in is Portland Trail Blazers guard Sebastian Telfair whom Alonte describes as a star in the making.

Tracy McGrady and J. R. Smith are also supposed to come. McGrady is touching down in a private jet–but of course. He’s not T-Mac for nothing. McGrady’s shoes just happen to be the world’s best-selling basketball sneakers.

And why are T-Macs shoes so sellable?

Maybe, it’s because he plays so well in them. Or, as an Adidas insider whispers, it’s because T-Mac doesn’t get too involved in designing the shoe. The word is McGrady lets the experts do the designing while he does the playing.

Apparently, that’s not the case with other National Basketball Association (NBA) stars. For instance, this player interfered so much in the design of his shoe that it wound up looking like a spaceship and was an absolute flop in the market.

Another reason is a player’s roots. T-Mac is known as a ‘ghetto kid’ and that rep packs clout in the mass market.

Alonte couldn’t confirm exactly when T-Mac is arriving. There’s a slight problem in that the US has sent out a travel advisory dissuading citizens from traveling to the Philippines. That’s probably the reason why Vince Carter’s recent arrival for Nike was almost kept secret. But Alonte hopes T-Mac will be cleared to land in time for the Streetball climax.

Incidentally, Alonte says T-Mac kicks up more of a storm among Chinese fans than even Yao Ming. But he adds it’s probably because Yao’s such a familiar figure in the Mainland while McGrady is a rare visitor.

What’s exciting Alonte is Telfair’s arrival. The baby-faced Blazer guard is a blur on the court. There’s probably no player quicker on his feet than Telfair who averaged 6.8 points in 68 games, including 26 starts, as a rookie in the NBA last season. Among his single-game highs were 23 points, 13 assists and six steals.

Telfair, 20, stands less than six feet tall and weighs about 160 pounds. By Filipino standards, he’s average.

Author Ian O’Connor recently wrote a book entitled ‘The Jump’ on Telfair’s life. The fact that a book was written on Telfair this early in his career indicates he’s in line for bigger things.

How much Adidas coughed up to corral Telfair is a mystery. Telfair was quoted as saying the deal was worth over $15 million. An independent source said the contract was between $18 to $19 million with a $2 million signing bonus.

"This was a deal so staggering that it put Telfair among the top 10 paid shoe endorsers in the NBA before he’d ever been drafted," wrote O’Connor. "Telfair was in possession of a better shoe deal than any owned by Shaquille O’ Neal, Tim Duncan, Jason Kidd and a legion of fellow All-Stars that included Telfair’s cousin Stephon Marbury. Only LeBron James, McGrady, Kobe Bryant, Kevin Garnett, Allen Iverson, Yao and Carmelo Anthony were believed to have richer deals than Telfair."

What about Andre Agassi’s recent transfer to Adidas?

Alonte says he met Agassi’s wife Steffi Graff, a long-time Adidas endorser, in Orlando last year and the standing joke was about what sports brand their child would wear. At the time, Agassi endorsed another brand.

Alonte says he wasn’t surprised that Agassi eventually took his wife’s lead.

"A lot had to do with Adidas supporting Agassi’s foundation which sends underprivileged kids to school," adds Alonte. "Adidas worked out a lifetime arrangement with him just like Garnett and T-Mac whose foundations we also support."