Q&A with Masun Denison on Adidas' ballerina golf shoe
Monday, January 12, 2015
Talking adidas Golf’s climacool ballerina golf shoe for women, which was released March 17, with Masun Denison, Director, Global Product marketing, Footwear at adidas Golf.
1. What was the inspiration behind the shoe?
Adidas Golf is about technology and innovation, but with the climacool ballerina golf shoe, we were going for look and distinction. One thing we learned is that the women didn’t want a women’s version of a men’s shoe, but they were asking for more feminine products and look; they want to look good on the golf course. Ballet flats, which have been popular for years with the women, are a lightweight and breathable shoe. We thought, why not bring it to golf and use it as a performance golf shoe.
2. What kind of technology went into the climacool ballerina footwear?
Upper fabric and very breathable. Open holes keep it cool when it's hot out. The sock-liner has a quilted look and it uses slow-recover memory foam. We wanted to keep the foot closer to the ground, but keep it very comfortable and allow it to have some stability. We infused stability because it’s for the game of golf.
3. What was the key component of the shoe in making it the lightest in adidas Golf’s women’s collection?
Like I said, the inspiration was about breathability, and very packable. It’s unique because we took everything out we could (to make it the lightest) but still allow it to perform the way it should. The midsole is very thin rubber and the upper is lightweight mesh. It’s not a lot of weight, or lining packages. We wanted to give the consumer a shoe that fit like a glove, was breathable and comfortable.
4. The shoe is very flexible. What do you tell players when they ask, ‘Is this enough support for my foot,’ especially when playing golf?
We really don’t have stability ratings, but every foot is different. There are different types of players and feet. Fashion is important and so is a certain level of stability. It has good stability and works for a lot of players. A lot of ladies will wear them during practice rounds or maybe even play, but not at the pro level. It’s a shoe for the amateur golfer to look their best. Women can wear these with or without socks. It’s not for someone swinging 130 mph in, and that also depends on foot action, but for most consumers, it would work well for them.
5. What LPGA players are wearing the shoe this season?
All the players love the shoe. They would love to wear it to the course, but just not at that level. At the LPGA level, a player wants a shoe that is waterproof, so you won’t see it on the Tour, but in practice rounds, yes; when they tee it up Thursday though, they will use their go-to equipment for their lateral stability and grip. Both Jessica Korda and Natalie Gulbis have tested the shoe and loved it. With all of our colors, it ties into our apparel nicely. Everyone can look good on the course.