There is no doubt that adidas has stepped up their game in the past year and with their latest release of the ACE 16+ PURECONTROL there’s proof that even bigger steps are to come.

We had the chance to sit down with Dean Lokes, Vice President of Products and Sam Handy, Vice President of design at the adidas HQ in Herzogenaurach, Germany last week to get an inside scoop of their latest disruption in football.

“Everything that we do starts with a consumer insight, we are constantly discussing the products we create with the consumer and with players about how we can continue to evolve and improve what we do.” Says VP of products, Dean Lokes.


Lokes, having previously worked on the adidas originals line, talked about creating a revolution and resetting the frame for what adidas football is all about. “There are huge steps coming. Get excited by this but definitely get excited by what’s going to be behind it.”


Sam Handy, who played a large part in the development and design of the new ACE, mentioned his involvement working with professional athletes. “We heard from lots of pro players and amateur players to see if there was anything that we could improve upon in a football boot and that would be get rid of lacess”, Handy said.

After watching this video, what do you think about the new laceless design from adidas? If you want to see more from our trip to the adidas Global Headquarters in Germany, check it out here.

The lacelss adidas ACE 16+ PURECONTROL is available now at World Soccer Shop!