Till Jagla

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Till Jagla 2018 in Hamburg

Till Jagla (born February 5, 1980 ) is a German manager and entrepreneur . He has been with Adidas AG since 2010, where he is responsible for sneaker and product concepts, mainly from the lifestyle segment. In addition, he is the founder and operator of the streetwear - Labels Pacemaker Products and is sneaker culture under the pseudonym Ear to the Street known. He achieved commercial and extremely effective media success with the strictly limited edition of the adidas Originals EQT Support 93 / Berlin (2018) , which was created in cooperation with the Berliner Verkehrsbetriebe (BVG) and the Berlin sneaker store Overkill.

Projects (selection)

miZXFLUX App (2014)

Official sample product photo miZXFLUX model Woods

In 2014 , the miZXFLUX app from adidas enabled the use of user-generated content in the form of photos, for personalization and thereby creating your own design for the ZX Flux model. For the first time, buyers were able to create one-of-a-kind sneakers themselves that would otherwise only be made by specialists with a lot of time and effort. Buyers were allowed to use almost all photos, provided that they did not violate the guidelines for use or the trademark rights of third parties. According to marketing experts, this idea and its implementation is one of the great drivers of innovation with reference to crowdsourcing in the age of digitization. Meanwhile, observers and critics of the global sneaker scene rated this campaign as a game changer for the entire sneaker culture and its subculture of customization . According to adidas, over 19,000 designs were created by users within a short period of time. According to a report by Yahoo Finance from 2016, the ZX Flux model is sometimes responsible for the resurgence in the US core market, which is important for adidas.

NMD R1 Pitch Black Rimowa Set (2016)

Official photo adidas NMD R1 Pitch Black Rimowa Set Family & Friends

A global collaboration between adidas Originals, Rimowa , Porter, Oral B and SIGG gave fans of the global sneaker scene exclusive access to the 500-piece limited model of the adidas Originals NMD R1 in Pitch Black. The sneakers and the set were not available for purchase and were primarily intended for friends and family members of the companies involved. Only 100 pieces were given away in cooperation with Snapchat during a large-scale social media scavenger hunt. The matte black set, which is highly coveted by fans and consists of a case, a toothbrush, a drinking bottle, a pouch and the NMD R1 Pitch Black, was only distributed to selected representatives of the global sneaker scene. Resale prices for the set are around € 5,000. The pair of sneakers alone was traded for € 3,100 in September 2017.

EQT Support 93 / Berlin (2018)

EQT Support 93 / Berlin

The sale of the shoe, limited to 500 pieces, took place on January 18, 2018 according to the principle of the full camp out in front of the Overkill store in Berlin. According to this principle, the sales rules are firmly defined before publication in order to ensure the highest possible fairness. According to this, a customer, for example, can only purchase one pair; reservations are also generally excluded. The special thing about this model was the annual pass integrated on the tongue of the shoe , which allowed the wearer to use the subway , bus, tram or ferry free of charge until December 31, 2018 in the tariff area AB of the Berlin transport company . With a sales price of € 180, this model was offered on eBay for more than € 1,000 after just a few days . The model is currently traded for € 590 on the StockX sneaker sales platform.

Arizona Iced Tea (2019)

AriZona Iced Tea x adidas Originals campaign photo

This so-called social collaboration was a collaboration between adidas and the iced tea brand AriZona of the Arizona Beverage Company . Here, too, it was a matter of a strictly limited edition of sneaker models from the adidas Originals brand, the design of which was strongly based on the appearance of the well-known types of ice tea. The highlight of this promotion was the sales price of just 99 US dollar cents, which corresponds exactly to the sales price of an AriZona ice caddy. On the day of sale in New York City , however, the onslaught of sneaker fans was so great that it didn't even go on sale and the New York police finally had to cancel and end the action. According to the StockX sales platform for sneakers, the highest resale price of a promotional model was € 343.

Individual evidence

  1. ↑ Fabian Nast, James Giessel: € 30,000 for sneaker resellers from Nike, Adidas & Co. WDR, May 19, 2020, accessed on June 2, 2020 .
  2. ↑ PACEMAKER PRODUCTS. In: Sneakers Magazine. August 16, 2016, accessed June 3, 2020 (American English).
  3. ↑ Ear To The Street - The Till Jagla Interview. In: Sneakers Magazine. July 13, 2016, Retrieved June 3, 2020 (American English).
  4. ↑ Advertise & Sell: Schuh-Ticket: The BVG's sneaker coup | W&V. January 10, 2018, accessed June 3, 2020 .
  5. ↑ adidas Category Director Till Jagla Talks #miZXFLUX App. November 17, 2014, Retrieved June 4, 2020 (American English).
  6. ↑ The adidas team explains the miZXFLUX Photo App. August 23, 2014, accessed June 7, 2020 .
  7. ↑ App lets you create customized shoes from Instagram pics. Retrieved June 4, 2020 (American English).
  8. ↑ Tornschuhjette is the queen of custom sneakers. April 5, 2018, accessed June 4, 2020 .
  9. ↑ Julia Zellner: #miZXFLUX app makes dreams come true - also for adidas employees. Retrieved June 7, 2020 (American English).
  10. ↑ Xiaoming Zhu, Bingying Song, Yingzi Ni, Yifan Ren, Rui Li: Business Trends in the Digital Era: Evolution of Theories and Applications . Springer, 2016, ISBN 978-981-10-1079-8 ( google.de [accessed June 7, 2020]).
  11. ↑ The adidas #miZXFLUX App Is Changing the Way We Look at Custom Sneakers. Retrieved June 4, 2020 .
  12. ↑ How sneakers are driving Adidas' comeback in America. Retrieved June 4, 2020 (American English).
  13. ↑ adidas Unveils Limited Edition NMD_R1 Primeknit "Pitch Black". July 29, 2016, Retrieved June 3, 2020 (American English).
  14. ↑ Oscar Castillo: Adidas NMD PK Black. Retrieved June 4, 2020 (American English).
  15. ↑ adidas NMD R1 Friends and Family Pitch Black (Rimowa Set W / Accessories). In: StockX. Retrieved June 3, 2020 .
  16. ↑ adidas NMD R1 Friends and Family Pitch Black. In: StockX. Retrieved June 3, 2020 .
  17. ↑ BVG x adidas EQT Support 93 / Berlin - release information. In: OVERKILL Blog. January 12, 2018, accessed June 3, 2020 .
  18. ↑ The BVG is bringing out a sneaker together with Adidas. Retrieved June 3, 2020 .
  19. ↑ Thuy Ong: Berlin's transport authority and Adidas release a pair of sneakers that doubles as a train pass. January 17, 2018, accessed June 3, 2020 .
  20. ↑ StockX: adidas EQT Support 93/17 Berlin BVG. Retrieved June 3, 2020 .
  21. ↑ Review 2019: From tea to carpet: Top cooperations in 2019. Accessed on June 3, 2020 .
  22. ↑ AJ Willingham CNN: AriZona Iced Tea and Adidas Offered super exclusive shoes for 99 cents, and the police had to shut them down. Retrieved June 3, 2020 .
  23. ^ WABC: 99-cent Arizona Iced Tea-themed sneakers cause frenzy in New York City. July 19, 2019, accessed June 3, 2020 .
  24. ↑ StockX: sneakers, streetwear, trading cards, handbags, watches. Retrieved June 3, 2020 .
personal data
SURNAME Jagla, Till
ALTERNATIVE NAMES Ear to the Street, ETTS
BRIEF DESCRIPTION German entrepreneur and sneaker personality
DATE OF BIRTH 5th February 1980