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      "The Deadly Focus pack is a special edition football boot"

      04.05.2016

      Written by Jonathan Baez

      The Deadly Focus Pack is the latest release from adidas in their Limited Collection series. Lapo Elkann was the man behind the design and here he explains the thoughts behind the pack.

      Tell us a little about the Deadly Focus pack

      The Deadly Focus pack is a special edition football boot done in collaboration with Italia Independent. It captures my love for creativity and my passion for football. adidas and I have introduced new creative elements to this boot, elements that have never been seen before in the world of football performance gear.

      The Deadly Focus pack features a distinctive animalistic print – what was the inspiration for this choice?

      It is a print aimed at surprising you. You normally find such skins on goods in the world of luxury. This time, we have decided to transfer it to the world of sport. It’s fun. It’s exciting. And it moves boundaries - which is something Italia Independent likes to do!

      You’re a big Juventus fan, did that have any bearing on the colour choice?

      I grew up with Juventus. I love Juventus. Juve never changed ownership. It has always been in our family. Of course, this inherent part of my DNA played a role in the colour choice.

      As a creative, was it exciting to be able to bring your own ideas to a performance product?

      Italia Independent had a stimulating and rewarding experience designing and creating adidas Originals eyewear. It was real teamwork between Italia Independent and Originals. The experience was so positive that we were very happy to replicate it and bring our ideas to a performance product. And we are thankful to adidas for this amazing opportunity.

      You normally find such skins on goods in the world of luxury. This time, we have decided to transfer it to the world of sport. It’s fun. It’s exciting. And it moves boundaries, Lapo Elkann, Co-Founder Italia Independent

      Your other passion is cars – do you see a lot of comparisons between a performance football boot and performance cars?

      Yes, for sure there are a great deal of similarities between a performance football boot and performance cars. They both have to perform to perfection. They have to have style while at the same time be functional. And most importantly, they are both designed with the objective to win!

      What was your biggest challenge in creating the boot?

      The biggest challenge for us was to combine style, design, creativity and technical performance. We were able to do this together with Adidas, but it is not always easy to bring all of these elements together at the same time, with such a balanced mix as a result.

      The Deadly Focus pack was designed in partnership with Italian designers Italia Independent. One of the founders, Lapo Elkann, gives his thoughts on the design.

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