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FEATURE<br />
Adidas is obviously a huge<br />
global brand spending million<br />
and millions on other sports<br />
and athletes. How did you<br />
find the attitude to motocross<br />
and a niche scene compared<br />
to something like football or<br />
athletics?<br />
I think they wanted to look at<br />
something that was a little bit<br />
different, an opportunity. A<br />
couple of guys on their team<br />
over there are huge moto fans<br />
and ride. They started working<br />
with Troy and really liked what<br />
we were doing and the fact<br />
that our brand is pretty unique<br />
with the art and the design.<br />
They thought they could help<br />
us evolve the gear, and that<br />
gear for us is limited edition<br />
and sells out very quickly. The<br />
global response is amazing,<br />
especially in Europe with all<br />
the interest and traction. It<br />
has been really good marketing<br />
for us as well as our partners.<br />
The formation of the Adidas<br />
and TLD names is quite a<br />
big thing for the industry so<br />
it must be tempting to want<br />
to go much bigger, especially<br />
with the resources they<br />
have…<br />
For sure…but we really wanted<br />
to keep it limited. We feel<br />
that it makes it special-<br />
It’s an interesting philosophy<br />
though because it’s like holding<br />
the key to a big door and<br />
only slightly opening it…<br />
Yeah, besides the gear we just<br />
came out with some shoes<br />
so there are little things that<br />
we’ll keep doing but overall<br />
we wanted to keep it special:<br />
that’s the goal.<br />
Just generally, how is TLD<br />
pushing towards the end of<br />
the decade and into the next?<br />
We are really putting an emphasis<br />
on our art, which has<br />
been one of our key trademarks<br />
for the decades that<br />
Troy has been in business. It<br />
is about combining the technology<br />
and work with safety<br />
of the products with the art<br />
and style in bike, moto and<br />
sportswear. We are really<br />
focussing on that. We have a<br />
wide demographic; from kids<br />
that are 5-6 to 60-70 year old<br />
guys that still ride. Our motto<br />
has always been ‘Mild and<br />
Wild’: we we’ll always have
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