"Be Strong. Be Stylish"
To achieve this and become an aspirational brand
While maintaining the noble and elegant image that comes with being born in the UK, the brand wanted its clothing to be one that asserts "strength" when worn. With the slogan "Be Strong. Be Stylish," Admiral's items are based on a more precise concept that goes beyond mere sportswear. When working on this project, the designer team in the "Athletics Division," which encompasses tennis wear and training wear, had in mind the creation of "clothing that people would aspire to."
"As designers ourselves, originally from a fashion brand, we were conscious that what was required was to pursue fashionability. Of course, we consider functionality, but we also thoroughly pursue fashionability, such as 'cool and desirable.'"
The athletic department's approach is to try to "create a specific seasonal theme," which is rare for sportswear. They listen to the opinions of their many contracted athletes and create a unique worldview that also includes functionality.
Searching for expression based on a refined theme,
Creating a new "Admiral-ness"
What kind of design do athletes want? The design team is always on the lookout, gathering information on needs and trends. They then reflect this in their items. They frequently visit sports shops to talk to shop staff and check the latest information on clothing. Some members have even taken up tennis, a sport they had never played before, and by actually playing, they are able to explore the necessary functions for clothing. Everything is for the athletes. Their insatiable spirit of challenge and greed is steadily evolving the concept of Admiral's clothing.
Shaped by utilizing the voices of athletes,
A good balance of design and functionality
The fact that there are athletes who wear Admiral and compete on the world stage is also an important factor in improving the quality of our items.
"We encourage our contracted athletes to feel free to say what they think.
In fact, we are grateful to be able to receive feedback on various needs, such as feedback on usability, such as "I'm concerned about the length of this garment," as well as detailed opinions on appearance, such as "There are some fabrics that show sweat stains," and "The socks need to be a little longer for it to look good." We would like to use this feedback to create even better items."
The athletic division is relatively new compared to the football and golf divisions, and is also benefiting from a culture that allows for somewhat challenging designs. By adding a modern interpretation to the long-standing "Admiral-like" style, the division will be able to create unprecedented clothing.
The challenge has only just begun
I want to bring out Admiral's potential
What is needed now? The team is adept at grasping the latest needs and has a concrete vision for the future of Admiral Athletics.
"Of course, we want to further enhance the brand's identity as tennis and gym wear, but we also want it to be used as casual wear that can be worn to and from the gym. We also have in mind the creation of more sustainable items by using recycled materials and raising awareness of fair trade. Fortunately, Admiral has potential backed by its long history, so it is our job to bring out that potential."
While exploring the future of the Admiral brand, the design team also says, "In the future, we would like to explore ways to collaborate with companies and brands from various genres." They will become part of Admiral's history and pave the way for unprecedented sportswear.
