From Hype Beast Radio, I'm Jeff Staples, and this is the Business of Hype, a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

Hey everyone, this is Jeff Staples.

So for this week, I'm excited to bring you kind of a special bonus episode.

So Adidas has been working on this really cool initiative called MakerLab.

Essentially what they've done is they have worked with three footwear designers from around the planet,

Helen Kirkham, Alex Nash, and Shun Horose, and allowed them to work in both the Adidas headquarters

in Germany, as well as their factories in and around Vietnam.

They were tasked to design, rapid prototype, and create completely new campus 80 sneakers

that would then be brought to market.

We're talking about taking a process here that normally takes years and condensing it down

into weeks.

It's pretty crazy.

And on top of that, the way they're releasing them is also crazy.

So these shoes have no MSRP on them, like all other shoes in the market.

These are released via an IPO on Stock X.

So through a blind auction, people get to determine what they want to pay for the shoe, and the public

ultimately determines what will be the going rate for them.

So as you can see, there are many, many firsts across the board here.

So I have worked with the Ditas now to allow us to do a special live taping of the business

of hype inside their super secret Brooklyn

creator farm. The three creators were flown in to speak in front of an audience of design

students from around the city. So what you're about to hear is pretty special and awesome. And make

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