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[sea birds calling]
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[Tinker] I probably think about feet
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a lot more than the average person.
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As a shoe designer, I have to.
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Our feet were made to walk, and run
and climb once in a while.
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Bare feet can be great at all of that.
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But what the modern athlete asks
of their feet
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is far beyond
what they were originally designed to do.
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My job is to think about how to make
these very capable natural instruments
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perform even better.
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[upbeat harmonica music playing]
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That's Tinker Hatfield!
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Y'all serious? That's Tink.
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Tinker Hatfield?
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He's a legend!
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[young man]
Is that the dude that created Jordans?
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[funky electric piano playing]
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[Parker] In the '80s,
Tinker Hatfield started to define
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what working with an athlete
was all about.
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It was a relationship with the athlete,
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really digging in,
getting to know them as athletes.
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Ultimately, it's about performance.
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But there's so many more layers
on top of that.
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[Jordan] Tinker is a mad scientist.
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He came from pole vaulting.
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When I played the game,
it was about jumping,
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so, I mean,
it was easy to find that synergy
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and a great complement
between the two of us.
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What we did as a team was we were able
to build a product that sustained time.
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It catered to the athlete
at the highest level
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to the point where they still can play
in that same shoe,
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thirty years later.
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[funky electric piano continues playing]
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[song ends abruptly]
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Well, that was crappy.
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I never used to think about design.
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I was always focused on being an athlete.
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In high school,
I won some state championships,
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and I even received
a full athletic scholarship
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to the University of Oregon,
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where I met an enormously influential man
by the name of Bill Bowerman.
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Coach, I'd be interested in your reaction
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in participating in the coaching
of these world-class athletes.
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First, Hal, call me Bill.
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Remember, I don't like to be called coach.
I am sensitive about that.
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[chuckles] Okay.
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[Tinker] His real title that he liked
was Teacher of Competitive Response.
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He was trying to help people
learn how to win.
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He is also one
of the two founders of Nike.
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So when I came here, he was designing
Nike running shoes and track spikes.
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He was liable to do and try anything
to make his athletes better.
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He used to have a little cobbler shop
right underneath the grandstands.
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If you weren't careful,
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he might just pop out of that cobbler shop
and grab you by the scruff of the shirt
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and tell you to try on these shoes
and run around the track.
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Sometimes they would be great,
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and sometimes
you would come back bleeding.
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One of my events was the pole vault,
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and Bill believed that I had
the potential to be a national champion,
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and even become an Olympian.
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[slow-paced music playing]
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Pole-vaulting is fraught
with all kinds of danger.
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If you don't have a real strong sense of
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"I'm committing to doing this,
and I'm doing it,"
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you can get really hurt.
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In order to deal with that,
you have to kind of just go for it.
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You have to have this mentality,
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like you're going to just blow
through a wall.
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You can't back off.
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Your goal is to somehow get upside down
and fly through the air and go over.
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There is a moment where you are flying.
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You sort of wake up, and you go, "Wow."
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My sophomore year, I fell
from about 17 feet on an uneven surface
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and tore my ankle in half.
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Required five surgeries
and two years of rehabilitation.
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[piano music playing]
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I was pretty depressed,
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laying in the hospital that night
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overhearing the doctors talking about
"This kid's career is over."
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There was no way
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that most of the coaching staff
felt like I was ever gonna contribute
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to the track team again.
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What was really great though, for me,
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wasn't anything that Bill Bowerman said,
it was what he did.
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Bill would build me special track spikes
that had a heel lift on one side
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because I was limping.
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That all added to my ability to be
a problem solver for other people,
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because I understand
the consequences of injury.
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He protected me from being just dismissed
from the team and losing my scholarship.
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I had no idea how much work
a discipline like Architecture would be.
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The good news was
that I found out that I could draw
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and it was almost by accident.
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That was a pretty big surprise.
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This took a long time to draw,
I'll tell you that.
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Look at all that little--
that was with a Rapidograph...
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And those little tiny marks...
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During my college years
in Architecture school here,
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I also was doing some work
for Bill Bowerman.
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We came across
an actual drawing that I did
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of an early design for one
of the very early Nike track spikes.
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I just wouldn't just, like,
tell him what I thought,
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I would also draw and write down
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some of my, I guess you could say,
interpretations of his design.
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In this case, he asked me to try out
some track spikes he was working with...
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and they didn't work.
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They actually unscrewed themselves
every time I would go and train in them.
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Unbeknownst to all of us,
I was learning, I guess,
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how to design shoes and solve problems
for athletes right off the bat.
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Go look at the feet of a pro-athlete
who's played basketball for ten years.
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They're trashed,
because their shoes are too tight.
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They tie their shoes so tight
because they need them tight,
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but they stay that way throughout
all their practices and all their games,
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and their feet become deformed and damaged
and sometimes it incapacitates them.
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Our studies tell us
that if you take better care of your feet
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and get better blood flow,
a better fit and better comfort,
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you actually play better.
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If you're standing around
for a free throw,
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wouldn't it be great
if your shoes loosened up and let your--
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let the blood flow back into your feet
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and gave your feet a little bit of a rest?
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And as soon as the person shoots
the free throw, the shoes know it?
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They know you're going to
start moving quickly
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and they "zzzim" back up again.
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You go sit on the bench.
Why would you leave your shoes tight?
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They would just go "zzzz..."
They would relax.
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That's when I started E.A.R.L.
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E. A. R. L.
Electro Adaptive Reactive Lacing.
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[upbeat music playing]
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The first person I talked to about it
was really developer Tiffany Beers,
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to see if we could even entertain
the idea of starting a project like this.
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What did you say?
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Well, I said I wasn't sure
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-[Tinker chuckles]
-because I didn't report to him.
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And so I went and talked to my managers.
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They said, "You don't say no to Tinker.
Yeah, you just took the project.
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If he asked you, you're taking it."
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[both laugh]
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[Beers] We started to focus primarily
on the mechanism.
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Like, how do we tighten the laces?
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How do we get it small enough that
it's performance and it still looks good?
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[Tinker] I think this is
a whole new product design
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that will be part of the future.
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I think there's art involved in design.
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But to me, I don't think of it as art.
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My perception of art is that it's really
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the ultimate self-expression
from a creative individual.
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For me as a designer,
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it is not the ultimate goal
to become self-expressive.
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The end goal is
to solve a problem for someone else,
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and hopefully it looks great
to someone else
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and it's cool to someone else.
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[upbeat music playing]
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This is how design works for me.
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I started drawing space.
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I was really just trying
to reflect my mood at the time.
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I started to have a little bit of fun
with the actual planets
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and put faces on them and...
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I put George Jetsen.
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You know, I have a Volkswagen Bus,
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Porsche Speedster,
peace symbols and fingers.
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I don't even know why I am doing this,
I'm just doing it.
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I drew a cheetah foot that's actually
embedded inside of a sneaker.
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And I'm kind of moving through
from that first page of space.
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Now I'm getting more specific
about innovation in general.
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I remember
somebody telling me it'd be great
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if Nike could do shoes that were invisible
and I drew the Invisible Man.
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This is just all stuff
that's coming to my head
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and I'm just sketching.
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All of this stuff ended up
in a drawing of a shoe.
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A stream of consciousness
can lead you some place.
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You may not even know
where you're headed,
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but somehow you end up somewhere,
and here I ended up with a shoe.
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[TV commercial announcer]
Today at Nike, we know even more.
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We developed one of the most sophisticated
sport research labs in the world.
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[Parker] Nike had grown up very fast.
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We were leading the industry,
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focused on basketball and running.
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[upbeat music playing]
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Reebok came along,
there was this aerobics craze.
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[Tinker] Reebok invented aerobics shoes.
It was a whole new thing.
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They had the right product
at the right time,
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and they actually passed Nike in size.
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So there was a bit of a panic and Nike
was laying people off right and left.
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They were also thinking that they needed
to upgrade their design group.
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So, I was invited to be a part
of a 24-hour design contest.
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[bike revs]
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[Parker] Tinker wasn't
a shoe designer at the time.
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He was designing trade shows
and displays and retail.
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[Tinker] I worked the whole 24 hours.
I didn't go to bed that night.
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Most of the other designers,
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I think, just tried to work off of
what they were already doing,
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and it wasn't really anything very unique
in terms of storytelling.
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I came back in with a big presentation,
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sort of having fun with the fact
that this was the perfect shoe
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to ride a motor scooter in.
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[laughs]
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And then get out and then jog around
and walk around a little bit.
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Two days after the competition,
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I was... I wasn't even asked,
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I was told that I was now
a footwear designer for Nike. [chuckles]
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In a very short period of time,
I pretty much became the lead designer.
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[guitar music playing]
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One of my very first projects
was the Air Max.
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I felt like this was an opportunity
to think way differently.
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Nike was encapsulating gas
inside a urethane airbag
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for a cushioning component.
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I thought, "Let's make the bag
a little bit wider, make sure it's stable,
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but then let's remove part of the midsole,
so we actually see it."
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The closest you'd come to anything
before that was, I remember as a kid,
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seeing Elton John having high-heeled shoes
with a goldfish inside of them.
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00:13:26,389 --> 00:13:30,184
Right? I mean, it was simply, like,
very... punk even.
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[Tinker] I had gone to Paris
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and seen a very controversial and loved
or mostly hated building,
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00:13:37,317 --> 00:13:40,862
The Georges Pompidou Center,
designed by Renzo Piano.
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00:13:42,238 --> 00:13:46,743
It was a building with all of the inside
mechanics on the outside of the building.
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He painted everything in primary colors
just to piss off people even more.
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I was very much inspired by that building,
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and that's how I ended up
exposing these airbags in the Air Max.
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After those sketches came out,
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it was widely discussed
that I had pushed it too far.
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People were trying to get us fired,
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00:14:09,515 --> 00:14:12,060
they were screaming
like there was no way in the world
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that we could ever sell a shoe
with an exposed airbag
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that looked fragile,
like it could be punctured.
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The Air Max One took off.
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It was an amazing success story
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for not just Nike,
but for all of footwear design.
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It's built on taking a risk
for a good reason,
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which was to tell a story
and to also make a better product.
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[funky music playing]
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At the same time
that the Air Max came out,
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I realized that nobody
was in the right shoe most of the time.
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Everybody was trying to play basketball
in running shoes
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00:14:53,726 --> 00:14:55,937
or trying to run in basketball shoes,
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and you would see people getting hurt,
rolling their ankles.
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I thought we needed to design a shoe,
and that became their first cross-trainer.
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It needed some lateral stability.
238
00:15:08,199 --> 00:15:11,160
There was a mid-foot strap
to strap down that part of your foot,
239
00:15:11,244 --> 00:15:14,122
so then you could participate
in all sports in the same workout,
240
00:15:14,205 --> 00:15:15,790
and not have to change your shoes.
241
00:15:16,332 --> 00:15:19,210
We didn't think
that it was going to sell all that well,
242
00:15:19,293 --> 00:15:22,046
but John McEnroe was having trouble
with his tennis.
243
00:15:22,130 --> 00:15:23,673
[shouting] This is absurd!
244
00:15:23,756 --> 00:15:25,091
I can't believe this!
245
00:15:25,925 --> 00:15:27,135
[shouts]
246
00:15:27,218 --> 00:15:31,055
He decided to wear 'em, and liked them
so much that he wore 'em on television.
247
00:15:31,848 --> 00:15:33,891
That sort of solved the problem of people,
248
00:15:33,975 --> 00:15:37,061
sort of like, "Whoa, that shoe's
so weird. It's so different."
249
00:15:37,687 --> 00:15:40,189
Then you had this push
from the advertising side,
250
00:15:40,273 --> 00:15:43,401
it was all about promoting
the Air Max and the Air Trainer.
251
00:15:44,402 --> 00:15:46,946
We had broken through
some sort of paradigm
252
00:15:47,029 --> 00:15:49,073
in how athletic footwear was designed.
253
00:15:50,283 --> 00:15:52,243
I remember talking to my wife after that,
254
00:15:52,326 --> 00:15:54,954
and I said,
"I think I'm gonna like doing this stuff
255
00:15:55,037 --> 00:15:56,664
if I can just get some sleep."
256
00:16:01,002 --> 00:16:02,462
Now let's see here...
257
00:16:08,843 --> 00:16:12,305
In a lot of ways, design is about
predicting the needs of the future.
258
00:16:12,972 --> 00:16:17,518
The E.A.R.L. self-lacing idea
actually came from my work on a movie.
259
00:16:18,436 --> 00:16:23,399
In 1987, I was asked to get involved
in the Back to the Future series.
260
00:16:24,442 --> 00:16:25,693
[futuristic music playing]
261
00:16:25,776 --> 00:16:31,199
They really needed a special shoe design
that would fit into the year 2015,
262
00:16:31,282 --> 00:16:33,951
which was 25 years in the future.
263
00:16:34,452 --> 00:16:38,289
This is the early storyboards
for the Back to the Future II movie.
264
00:16:39,749 --> 00:16:42,502
They were talking about
magnetic levitation.
265
00:16:42,585 --> 00:16:46,088
"He can stand on the ceiling
or walk up a wall."
266
00:16:46,172 --> 00:16:48,132
It's an old joke. It's an old gag.
267
00:16:48,758 --> 00:16:51,135
I felt like
it shouldn't really be a gag at all.
268
00:16:51,219 --> 00:16:54,972
I wanted something that would actually
excite people about the future.
269
00:16:56,349 --> 00:16:59,560
I just felt like maybe something
that would happen in the future...
270
00:16:59,644 --> 00:17:04,524
Shoes would be smart
and could sense who you were
271
00:17:04,607 --> 00:17:08,653
and when you put it on,
it comes alive and shapes to your foot.
272
00:17:09,362 --> 00:17:11,572
It's your shoe. The shoe knows you.
273
00:17:12,156 --> 00:17:14,075
[whirs, beeps]
274
00:17:14,158 --> 00:17:16,077
Power laces! All right!
275
00:17:16,160 --> 00:17:17,453
[whirs, beeps]
276
00:17:18,079 --> 00:17:20,122
[Tinker] We kept getting requests
over the years
277
00:17:20,206 --> 00:17:21,916
to do the Back to the Future shoe.
278
00:17:22,083 --> 00:17:25,419
And finally in 2006,
I went to Mark Parker and I said,
279
00:17:25,503 --> 00:17:29,757
"You know, why don't we go ahead
and try and make one of these things?
280
00:17:29,840 --> 00:17:32,760
You know,
a replica of that old movie shoe."
281
00:17:33,302 --> 00:17:37,265
The shoe that was on the set
was actually a dummy shoe,
282
00:17:37,348 --> 00:17:40,017
in the sense that
it wasn't actually working.
283
00:17:40,101 --> 00:17:43,980
There was a prop person
who pulled the laces down tight on the set
284
00:17:44,063 --> 00:17:46,148
to make it look like
it was a real working shoe.
285
00:17:47,066 --> 00:17:49,694
But we were always intrigued with,
you know,
286
00:17:49,777 --> 00:17:52,154
actually making a sample that worked.
287
00:17:52,780 --> 00:17:56,742
[Beers] This is the very first working
try-on-able Back to the Future shoe
288
00:17:56,826 --> 00:17:57,785
that we made.
289
00:17:57,868 --> 00:18:01,330
This was from 2007, and back then...
290
00:18:01,414 --> 00:18:02,415
[Tinker] The motor was--
291
00:18:02,498 --> 00:18:04,375
stuff wasn't quite
as small as it is today.
292
00:18:04,458 --> 00:18:05,293
[both laugh]
293
00:18:05,376 --> 00:18:07,295
[Beers] We have to plug it into the wall.
294
00:18:07,378 --> 00:18:10,631
It was either that
or the old car battery in the backpack.
295
00:18:10,715 --> 00:18:14,010
It took a solid year and a half
of just trial and error, trial and error.
296
00:18:14,093 --> 00:18:15,720
And so we'll run this.
297
00:18:15,803 --> 00:18:17,054
[whirring]
298
00:18:18,973 --> 00:18:21,976
I was very proud that we got this far.
299
00:18:22,059 --> 00:18:24,061
I thought, "Oh,
this is going to be amazing."
300
00:18:24,145 --> 00:18:27,607
But we had to wait
for some technology to advance.
301
00:18:27,690 --> 00:18:31,193
So motors had to get a little smaller,
faster, stronger.
302
00:18:31,902 --> 00:18:34,155
We actually put it on pause
for a little while there.
303
00:18:34,238 --> 00:18:35,364
[Tinker] It was great to see
304
00:18:35,448 --> 00:18:39,452
that Tiffany and her team
could get a shoe to do just that,
305
00:18:39,535 --> 00:18:43,831
but clearly it was a long way away
from looking exactly like the movie shoe.
306
00:18:44,832 --> 00:18:47,293
[calming electric guitar music playing]
307
00:18:54,925 --> 00:18:58,429
People struggle
with stuff they don't understand,
308
00:18:58,512 --> 00:19:00,806
design that's different
than what they're used to.
309
00:19:01,557 --> 00:19:06,228
Yet what creates excitement
and gets people to pay attention,
310
00:19:06,312 --> 00:19:09,190
and may actually lead
to some breakthroughs in performance...
311
00:19:09,690 --> 00:19:16,072
is to kind of force the disruptive nature
of like, "Whoa, that's a big idea."
312
00:19:17,531 --> 00:19:19,909
That's what I do. That's my job.
313
00:19:24,580 --> 00:19:26,123
-[Tinker exclaims]
-[thudding]
314
00:19:26,791 --> 00:19:29,126
-[indistinct chatter]
-[man] Are you all right?
315
00:19:32,254 --> 00:19:34,674
[Tinker] A basic design
is always functional,
316
00:19:35,174 --> 00:19:37,343
but a great one will say something.
317
00:19:37,927 --> 00:19:39,512
[rock music playing]
318
00:19:41,597 --> 00:19:47,228
In 1988, Andre Agassi is gonna be
the next big American tennis star.
319
00:19:47,311 --> 00:19:50,106
I think he was 19 maybe,
and I hadn't heard of him.
320
00:19:52,775 --> 00:19:56,404
I went to Las Vegas,
and I spent some time with him.
321
00:19:56,487 --> 00:20:01,075
He had long hair, kind of,
basically like a long mullet.
322
00:20:02,284 --> 00:20:04,120
He was just very youthful and young
323
00:20:04,203 --> 00:20:07,540
and just not like any tennis player
I'd ever worked with.
324
00:20:07,623 --> 00:20:12,128
Everything in tennis at that time
was kind of the same and boring.
325
00:20:12,211 --> 00:20:14,797
[Tinker] It was a new kind of
style of tennis, which was basically
326
00:20:14,880 --> 00:20:18,217
just get at the baseline
and just hit the ball hard as you can.
327
00:20:18,843 --> 00:20:23,764
I really started to explore
the fact that this young tennis player
328
00:20:23,848 --> 00:20:28,269
did not grow up going to country clubs.
He did not grow up wearing white.
329
00:20:29,061 --> 00:20:31,689
So I'm like,
"Man, this is so unlike tennis."
330
00:20:31,772 --> 00:20:33,733
He not only designed the shoes,
331
00:20:33,816 --> 00:20:37,194
which were quite outrageous,
they were kind of hot pink,
332
00:20:37,278 --> 00:20:38,696
and the outfit was wild.
333
00:20:39,572 --> 00:20:43,534
[Tinker] So we drew Andre wearing
that denim short with a Lycra under-short.
334
00:20:44,452 --> 00:20:47,163
Absolutely meant to be anti-tennis.
335
00:20:48,414 --> 00:20:51,125
I coined the phrase "anti-country club,"
336
00:20:51,208 --> 00:20:53,794
because it's not always
just about the shoe design.
337
00:20:54,253 --> 00:20:56,922
If you have an athlete
with the right personality,
338
00:20:57,506 --> 00:21:00,301
you can challenge
the perception of the entire sport.
339
00:21:00,384 --> 00:21:01,218
[crowd cheering]
340
00:21:01,302 --> 00:21:02,970
[upbeat music playing]
341
00:21:10,770 --> 00:21:12,855
[Semmelhack] In the late '70s and '80s,
342
00:21:12,938 --> 00:21:15,983
you begin to see superstar
basketball players,
343
00:21:16,066 --> 00:21:19,278
such as Kareem Abdul-Jabbar
or Walt Frazier,
344
00:21:19,361 --> 00:21:23,240
get signature sneakers that then
become central to urban fashion.
345
00:21:24,033 --> 00:21:26,494
That allowed Nike
to create the Air Jordan brand.
346
00:21:29,163 --> 00:21:31,957
Going into the Michael Jordan Building,
I used to work in here.
347
00:21:33,083 --> 00:21:36,003
Michael's honor.
I think they have all the shoes in white.
348
00:21:36,629 --> 00:21:37,922
It's pretty cool. [clicks tongue]
349
00:21:38,005 --> 00:21:39,298
[string music playing]
350
00:21:40,424 --> 00:21:42,468
Michael Jordan was Nike's big star.
351
00:21:42,551 --> 00:21:44,637
He was unhappy
with some of his early shoes
352
00:21:44,720 --> 00:21:46,388
and was getting close to leaving.
353
00:21:46,472 --> 00:21:49,016
Nike leadership
and Phil Knight, Nike's CEO,
354
00:21:49,099 --> 00:21:51,727
told me I was designing
the next Air Jordans.
355
00:21:52,853 --> 00:21:55,231
I don't think I understood
the gravity of the situation.
356
00:21:55,314 --> 00:21:58,442
You know,
how important Michael Jordan was to Nike.
357
00:21:59,568 --> 00:22:03,739
It was six months behind schedule
by the time that it was given to me.
358
00:22:03,823 --> 00:22:08,702
So it had to be another hurry up,
no sleep for weeks and months...
359
00:22:09,328 --> 00:22:12,373
traveling back and forth to Asia
with all the developers
360
00:22:12,456 --> 00:22:14,083
and getting a prototype in.
361
00:22:15,334 --> 00:22:18,295
We were going to have a big meeting
with Michael Jordan...
362
00:22:18,838 --> 00:22:20,798
Phil Knight, myself,
363
00:22:20,881 --> 00:22:24,009
head of Sports Marketing,
both of Michael's parents.
364
00:22:24,760 --> 00:22:26,720
Michael didn't show up for four hours.
365
00:22:27,346 --> 00:22:29,974
He was actually on the golf course
with some other people.
366
00:22:30,057 --> 00:22:32,893
And they had convinced him
he should just jump ship.
367
00:22:33,394 --> 00:22:35,854
But ultimately Michael shows up,
368
00:22:36,564 --> 00:22:37,982
and he was kind of in a bad mood,
369
00:22:38,065 --> 00:22:40,192
came in and just said,
"Well, what do you got?"
370
00:22:40,901 --> 00:22:44,697
Phil Knight took over from that point
and just said, "Well, thanks for coming.
371
00:22:44,780 --> 00:22:48,784
I mean, we've been waiting a while,
but we hope it's worth it.
372
00:22:48,868 --> 00:22:49,869
[inhales sharply]
373
00:22:49,952 --> 00:22:50,869
Take it away, Tinker."
374
00:22:53,205 --> 00:22:57,793
I'm more of a... You've got to actually
show me the shoe, you know?
375
00:22:57,877 --> 00:22:59,670
He storytells and then he draws
376
00:22:59,753 --> 00:23:03,299
and then, you know, he shows me
all the pictures of it,
377
00:23:03,382 --> 00:23:07,261
and I still can't visualize it
until you put it in my hand.
378
00:23:07,344 --> 00:23:11,891
I pulled the shroud off the shoe,
and there it was right in front of him.
379
00:23:12,725 --> 00:23:15,728
Phil Knight's sitting on pins and needles,
his parents are over there.
380
00:23:16,312 --> 00:23:19,899
He looks at the shoe, looks at me
and he goes, "Tell me more."
381
00:23:19,982 --> 00:23:22,359
I said, "Remember we talked
about how you wanted a midcut,
382
00:23:22,443 --> 00:23:25,446
and no one had ever done a midcut height
for a basketball shoe?
383
00:23:25,529 --> 00:23:27,156
It's just what you wanted.
384
00:23:27,239 --> 00:23:30,451
Remember we talked about
how the shoe should already feel
385
00:23:30,534 --> 00:23:32,995
like they're broken-in and perfect to wear
386
00:23:33,078 --> 00:23:34,496
when they're brand-new,
right out of the box?
387
00:23:34,580 --> 00:23:37,374
This shoe is made out
of really soft leather,
388
00:23:37,458 --> 00:23:40,085
so it's reinforced in the right places,
but when you put this on,
389
00:23:40,169 --> 00:23:42,713
it's gonna be like glove leather,
and it's just gonna fit great.
390
00:23:42,796 --> 00:23:45,591
And then remember picking
some new materials
391
00:23:45,674 --> 00:23:47,801
that no one had ever seen
on a basketball shoe before?
392
00:23:47,885 --> 00:23:49,345
And so that elephant print."
393
00:23:50,721 --> 00:23:54,183
When he told me about the leather itself
and the elephant print,
394
00:23:54,266 --> 00:23:55,559
things of that nature,
395
00:23:55,643 --> 00:23:57,227
you know, he kind of won me over.
396
00:23:57,311 --> 00:23:58,812
I said, "But wait! There's more!"
397
00:23:58,896 --> 00:23:59,730
[laughs]
398
00:23:59,813 --> 00:24:01,398
And I had, without him even knowing it,
399
00:24:01,482 --> 00:24:05,361
I had designed an entire collection
of apparel to go with that shoe.
400
00:24:05,444 --> 00:24:07,237
And the models were ready to come in.
401
00:24:07,321 --> 00:24:10,616
It was like the exclamation point
at the end of the sentence.
402
00:24:11,492 --> 00:24:12,493
[upbeat music playing]
403
00:24:12,576 --> 00:24:16,914
He started off this next season
in this Air Jordan 3. That was the year--
404
00:24:16,997 --> 00:24:18,540
[TV commentator] Ready for launch...
405
00:24:18,624 --> 00:24:20,918
[Tinker] that he won
the slam dunk contest.
406
00:24:21,001 --> 00:24:22,836
[crowd cheers]
407
00:24:22,920 --> 00:24:26,215
There's that famous shot of him
taking off from the free throw line
408
00:24:26,298 --> 00:24:28,384
wearing those Air Jordan 3s.
409
00:24:28,467 --> 00:24:29,593
That was a rush.
410
00:24:30,594 --> 00:24:35,808
I think, to this day, Phil Knight
actually really thinks I helped save Nike.
411
00:24:43,023 --> 00:24:44,441
We had to wait several years
412
00:24:44,525 --> 00:24:47,569
for technology to catch up
to our Back to the Future shoe.
413
00:24:48,570 --> 00:24:53,283
In that time, my ultimate goal shifted
to applying it to athletic footwear.
414
00:24:53,784 --> 00:24:57,037
So we dual-purposed
the auto-lacing technology,
415
00:24:57,121 --> 00:24:58,831
and that became E.A.R.L..
416
00:25:01,500 --> 00:25:02,960
There are many drawings.
417
00:25:03,043 --> 00:25:09,925
Some of them look a bit like hiking boots,
some look like basketball shoes.
418
00:25:10,759 --> 00:25:13,178
[Beers] Once we started getting
the sketches from Tinker,
419
00:25:13,262 --> 00:25:15,431
we knew what the direction
and the focus was.
420
00:25:15,514 --> 00:25:20,394
We literally took the Jordan 28,
and it had a carved-out area underfoot
421
00:25:20,477 --> 00:25:22,062
and we hid the motor under there.
422
00:25:22,146 --> 00:25:26,275
Some of these shoes failed,
some came apart, some broke.
423
00:25:26,358 --> 00:25:30,237
And so we explained all of our problems
to Tinker, and he redesigned it for us.
424
00:25:30,738 --> 00:25:32,406
[Tinker] While we're trying to solve
425
00:25:32,489 --> 00:25:35,451
these problems that Tiffany is finding out
through our wear testing,
426
00:25:35,951 --> 00:25:38,704
I'm now trying to help
refine that process.
427
00:25:39,204 --> 00:25:41,081
[Beers] After we got
the mechanism into here,
428
00:25:41,165 --> 00:25:43,292
we found out that our mechanism
was pretty robust.
429
00:25:43,375 --> 00:25:47,004
Then Mark asked, "Let's put it
in the Back to the Future shoe."
430
00:25:47,838 --> 00:25:50,966
And that's how we get around
to auto-lacing in the MAG.
431
00:25:51,675 --> 00:25:53,218
[Tinker] What was really cool was that
432
00:25:53,302 --> 00:25:56,013
on the same day he put on
the shoe in the movie,
433
00:25:56,096 --> 00:26:01,393
we delivered to Michael J. Fox
the first-ever real-life self-lacing shoe.
434
00:26:01,477 --> 00:26:03,103
2015?
435
00:26:04,271 --> 00:26:05,689
You mean we're in the future!
436
00:26:06,273 --> 00:26:07,608
[high-pitched whirring]
437
00:26:07,691 --> 00:26:09,610
-[Fox] That's insane.
-[Tinker] Isn't that crazy?
438
00:26:09,693 --> 00:26:10,819
That's really great!
439
00:26:10,903 --> 00:26:13,030
Design is-- it just never really stops.
440
00:26:13,113 --> 00:26:14,490
It just sort of keeps on going
441
00:26:14,573 --> 00:26:17,451
and you keep thinking about things
and you keep trying to refine.
442
00:26:18,660 --> 00:26:19,787
I think it's going to change
443
00:26:19,870 --> 00:26:23,499
the way all shoes and all wearables
are going to operate in the future.
444
00:26:26,376 --> 00:26:29,213
-[basketball bouncing]
-[indistinct chatter]
445
00:26:30,422 --> 00:26:32,174
[Garcia] Here in New York,
where I was raised,
446
00:26:32,257 --> 00:26:34,259
this is the Mecca for sneaker culture.
447
00:26:35,260 --> 00:26:37,012
There were a lot of people in New York
who wore sneakers,
448
00:26:37,096 --> 00:26:39,848
but they basically wanted to wear
what everyone was wearing.
449
00:26:39,932 --> 00:26:43,519
Me and my crew, we wanted to wear
what no one else was wearing.
450
00:26:44,186 --> 00:26:48,440
We were like this early group
of tastemakers determining what was cool.
451
00:26:49,107 --> 00:26:52,528
When the Jordan 1 came out,
we thought it was whack.
452
00:26:53,111 --> 00:26:55,656
Initially, like, corny people wore them.
453
00:26:55,739 --> 00:26:58,742
And the 2 came out. The 2 was, like,
okay, it's an improvement.
454
00:26:58,826 --> 00:27:03,539
Really, like, Tinker Hatfield
saved that whole... scheme,
455
00:27:03,622 --> 00:27:06,834
'cause when he came in
and brought his design to it,
456
00:27:06,917 --> 00:27:09,419
and then Jordan kept on
becoming a better ballplayer,
457
00:27:09,503 --> 00:27:14,383
Jordan had the ability to draw
people's attention beyond the nucleus
458
00:27:14,466 --> 00:27:16,135
of the ballplayer community.
459
00:27:16,677 --> 00:27:22,224
Tinker had a way of somehow
grasping that ethos...
460
00:27:22,307 --> 00:27:24,601
and combining it
with the greatness of Jordan...
461
00:27:25,686 --> 00:27:27,104
and fusing that into a sneaker,
462
00:27:27,187 --> 00:27:29,815
so that by the Jordan 3, 4, 5 and beyond,
463
00:27:29,898 --> 00:27:32,484
the Jordan brand becomes larger than life.
464
00:27:32,568 --> 00:27:33,902
[upbeat music playing]
465
00:27:34,403 --> 00:27:37,155
Practically every time we built a shoe,
it was an improvement.
466
00:27:38,240 --> 00:27:40,659
I felt like it was time
to sort of zig a little bit,
467
00:27:40,742 --> 00:27:42,911
and Michael was like,
"Yeah, baby. Let's do it."
468
00:27:42,995 --> 00:27:46,582
I never wanted heavy shoes.
I always wanted to feel light on my feet.
469
00:27:46,665 --> 00:27:49,084
[Tinker] Michael wants it
to be breathable. I do too.
470
00:27:49,167 --> 00:27:50,878
It was just reinventing mesh.
471
00:27:51,461 --> 00:27:53,130
Along the way, I keep talking to Michael
472
00:27:53,213 --> 00:27:55,632
and trying to riff off of his personality.
473
00:27:57,092 --> 00:27:58,802
I was watching him play one day.
474
00:27:58,886 --> 00:28:01,805
He was kind of floating
around the edges of the game
475
00:28:01,889 --> 00:28:04,892
like a fighter pilot
in a World War II movie.
476
00:28:05,392 --> 00:28:07,394
[gunfire]
477
00:28:08,228 --> 00:28:11,273
They used to put nose art
on World War II fighter planes.
478
00:28:11,773 --> 00:28:13,859
So I put flames on the side of this shoe.
479
00:28:13,942 --> 00:28:16,945
I drew them backwards because
we were always fighting convention.
480
00:28:17,029 --> 00:28:18,780
[Jordan] I want to be different,
481
00:28:18,864 --> 00:28:21,617
but there have been times
when he's been way different.
482
00:28:21,700 --> 00:28:24,286
And I'd say, "Nah, that's not me.
You got to come back a bit."
483
00:28:24,995 --> 00:28:28,290
[Tinker] In '91, he won
the first of six championships.
484
00:28:28,373 --> 00:28:31,251
[TV commentator]
Michael Jordan is the unanimous MVP.
485
00:28:31,335 --> 00:28:32,961
[Tinker] We're always trying
to solve problems
486
00:28:33,045 --> 00:28:34,922
for the best athletes in the world.
487
00:28:35,005 --> 00:28:37,174
But one of the problems
that you run into in design
488
00:28:37,257 --> 00:28:40,802
is how you're going to make it
newer and different from year to year.
489
00:28:42,512 --> 00:28:43,931
People kept lining up for the shoes.
490
00:28:44,014 --> 00:28:45,849
[TV reporter]
They're already proving popular.
491
00:28:45,933 --> 00:28:48,143
[Tinker] And Michael
kept winning championships.
492
00:28:48,227 --> 00:28:49,561
[TV commentator] The Bulls win!
493
00:28:49,645 --> 00:28:53,023
[Jordan] I wear out the right forefoot
or the left forefoot
494
00:28:53,106 --> 00:28:55,442
because of my turning,
because of my agility.
495
00:28:55,525 --> 00:28:57,945
[Tinker] He's 6'6", 210 pounds.
496
00:28:58,028 --> 00:29:00,948
You have to really make sure
that these shoes don't roll over.
497
00:29:01,031 --> 00:29:04,868
I came up with these fingers
that help hold his foot on the platform.
498
00:29:06,203 --> 00:29:08,830
[Jordan] The 10 was one of the shoes
when I retired the first time.
499
00:29:08,914 --> 00:29:10,290
I was playing baseball.
500
00:29:10,374 --> 00:29:11,875
It's time to ride something else.
501
00:29:13,252 --> 00:29:15,837
I was bound and determined
to keep the line going.
502
00:29:16,421 --> 00:29:20,592
I commemorated his ten years as a pro
with these ten stripes.
503
00:29:21,718 --> 00:29:23,720
[Jordan] I wanted
that lifestyle basketball shoe,
504
00:29:23,804 --> 00:29:26,014
where you still play the game
with that shoe,
505
00:29:26,098 --> 00:29:29,643
but then at the end of the day,
you can wear it, you know, with a tuxedo.
506
00:29:30,310 --> 00:29:33,563
[Tinker] We sourced
this really high-quality patent leather.
507
00:29:34,189 --> 00:29:38,068
A few months later, I pull it out of a bag
in a hotel room and show it to him.
508
00:29:38,151 --> 00:29:40,988
He basically says
"Holy shit, that's amazing."
509
00:29:42,030 --> 00:29:44,283
Several months later, he un-retires.
510
00:29:45,200 --> 00:29:47,035
I said, "Don't wear 'em in a game,
511
00:29:47,119 --> 00:29:51,248
because we don't... They're not ready
to go to market or anything."
512
00:29:51,331 --> 00:29:54,001
[TV reporter] Today he will sport
a brand-new pair of shoes.
513
00:29:54,084 --> 00:29:56,753
They're a black patent leather.
They are very stylish...
514
00:29:56,837 --> 00:29:59,256
I just about fell out my chair,
I'm like, "Oh, God. Jeez."
515
00:29:59,339 --> 00:30:01,550
He thought one way, I thought another.
516
00:30:01,633 --> 00:30:05,512
And lo and behold, I won.
[chuckles softly]
517
00:30:06,138 --> 00:30:08,140
[Tinker] You can be inspired
by all kinds of things,
518
00:30:08,223 --> 00:30:11,435
but maybe the most reliable inspiration
is just Michael.
519
00:30:11,518 --> 00:30:15,188
He reminded me
of a powerful predatory cat.
520
00:30:15,272 --> 00:30:17,399
I just call it the Black Cat.
521
00:30:17,482 --> 00:30:20,652
And he goes, "How did you know that?"
And I said, "Know what?"
522
00:30:21,403 --> 00:30:23,280
He goes, "How did you know...
523
00:30:23,363 --> 00:30:28,869
that only my very best and closest friends
have always called me Black Cat."
524
00:30:28,952 --> 00:30:32,164
We were becoming close enough
over these years
525
00:30:32,247 --> 00:30:34,958
that I could communicate with him
on a different level.
526
00:30:35,500 --> 00:30:37,711
We're going through
working on Air Jordans,
527
00:30:37,794 --> 00:30:40,422
and you have to, again,
top yourself each year.
528
00:30:41,048 --> 00:30:45,135
That, to me, is pressure that's healthy.
You need it in order to push yourself.
529
00:30:46,345 --> 00:30:49,848
But on top of all that
was just pure exhaustion.
530
00:30:50,557 --> 00:30:54,561
Just working and traveling
and the hundred-hour weeks
531
00:30:54,644 --> 00:30:58,607
and the missing of children's birthdays
and holidays.
532
00:30:59,274 --> 00:31:00,525
My kids were getting older
533
00:31:00,609 --> 00:31:04,613
and I desperately wanted to spend
more time with them, and my wife too,
534
00:31:04,696 --> 00:31:06,448
and they were really patient.
535
00:31:06,531 --> 00:31:10,952
Right around about the 15th Air Jordan,
I was feeling the effects of that.
536
00:31:15,874 --> 00:31:17,793
[director] The 15 was really
the first Jordan
537
00:31:17,876 --> 00:31:19,169
that had negative reviews.
538
00:31:20,087 --> 00:31:22,422
Was this shoe
somehow a turning point for you?
539
00:31:24,674 --> 00:31:28,512
So, I think this was all about
maybe, uh, designing a shoe
540
00:31:28,595 --> 00:31:33,100
that maybe it wasn't gonna be, uh,
loved by everyone,
541
00:31:33,183 --> 00:31:35,852
but it certainly made a statement.
542
00:31:35,936 --> 00:31:40,190
And there were a lot of things
going on in my life at that time.
543
00:31:40,273 --> 00:31:43,318
I was very, very saddened
by the passing of Bill Bowerman.
544
00:31:43,402 --> 00:31:46,405
My father had passed away
three years before.
545
00:31:46,822 --> 00:31:50,450
And Michael's father had passed away
a few years before, and...
546
00:31:50,534 --> 00:31:53,954
[sighs] you know, a few years back,
and... [stammers]
547
00:31:54,955 --> 00:31:59,876
Just a lot. Yeah, it was a lot going on,
and I was ready to be done.
548
00:32:00,877 --> 00:32:05,465
I was trying to extricate myself
from designing any more Air Jordans.
549
00:32:06,133 --> 00:32:09,928
I was tired. I was kind of worn out,
but also I felt like I'd done enough.
550
00:32:10,929 --> 00:32:14,266
And, um... [clicks tongue]
Bill Bowerman passing away was huge.
551
00:32:18,186 --> 00:32:19,563
[inhales sharply]
552
00:32:19,646 --> 00:32:20,480
[sighs]
553
00:32:20,564 --> 00:32:21,940
[sniffles]
554
00:32:22,023 --> 00:32:23,650
Without the story and the meaning,
555
00:32:23,733 --> 00:32:26,653
you can look at performance
as a driving force,
556
00:32:26,736 --> 00:32:31,241
but these shoes are more than that to me
and, I think, to millions of people.
557
00:32:32,033 --> 00:32:35,370
They have meaning and it might be
different for different people,
558
00:32:35,454 --> 00:32:40,041
but this one and all the other ones
we've just talked about have...
559
00:32:40,125 --> 00:32:41,835
There's a story with each one.
560
00:32:41,918 --> 00:32:46,882
So it's not just scribbling on a piece
of paper and coming up with a design,
561
00:32:46,965 --> 00:32:51,386
it's a lot of effort that goes into trying
to be meaningful.
562
00:32:54,097 --> 00:32:56,933
I did think it was the end
of my shoe designing career.
563
00:33:00,312 --> 00:33:04,357
After that shoe,
I took myself off the Air Jordan line.
564
00:33:07,903 --> 00:33:11,364
Tinker sat in the zone that makes
a lot of people uncomfortable.
565
00:33:12,032 --> 00:33:15,827
And I think that excites him,
but it also creates some stress.
566
00:33:15,911 --> 00:33:18,330
Because you have to own a new direction,
567
00:33:18,413 --> 00:33:23,376
and you have to help people understand
that this is a better way to go.
568
00:33:24,002 --> 00:33:27,214
And that's a huge task,
and it's a big responsibility.
569
00:33:27,923 --> 00:33:29,466
But that's what drives him.
570
00:33:29,549 --> 00:33:31,468
[upbeat piano music playing]
571
00:33:36,181 --> 00:33:37,474
[Tinker] Good job!
572
00:33:42,103 --> 00:33:44,481
I think that when you're younger,
573
00:33:45,273 --> 00:33:47,817
really you're just trying to,
I think, win.
574
00:33:49,277 --> 00:33:50,946
Get it! Oh, dude...
575
00:33:51,029 --> 00:33:52,155
Reaching for glory.
576
00:33:52,239 --> 00:33:54,741
That one wasn't quite as strong of a jump.
577
00:33:54,824 --> 00:33:56,451
Be aggressive about it.
578
00:33:57,285 --> 00:34:00,956
I like to go and coach young people
because I can pass along what I know.
579
00:34:01,998 --> 00:34:05,335
On the surface, you're trying to help kids
go higher in the pole vault.
580
00:34:05,418 --> 00:34:06,294
There you go!
581
00:34:06,962 --> 00:34:10,298
But the real purpose is
to help them overcome fear
582
00:34:10,382 --> 00:34:14,386
and do something they've never done before
and to develop confidence in themselves.
583
00:34:14,469 --> 00:34:17,681
Take that extra momentum
and do something with it.
584
00:34:17,764 --> 00:34:19,057
Get upside down and make it happen.
585
00:34:20,433 --> 00:34:22,352
Even though I'm not finished,
586
00:34:22,435 --> 00:34:25,772
I'd reached this point
where I could continue to be creative
587
00:34:25,855 --> 00:34:27,399
and design products,
588
00:34:27,482 --> 00:34:30,277
but the next step is to actually be
a mentor and a teacher
589
00:34:30,360 --> 00:34:32,279
and maybe inspire people as well.
590
00:34:35,407 --> 00:34:37,450
Oh, whoa! One went up there.
591
00:34:38,368 --> 00:34:39,369
Gotta have two!
592
00:34:40,579 --> 00:34:42,289
I just happen to know that.
593
00:34:42,372 --> 00:34:44,749
It's just... from experience.
594
00:35:01,975 --> 00:35:07,814
In 2005, I came out of Jordan retirement,
and designed the Jordan 20.
595
00:35:09,149 --> 00:35:12,193
I asked him to come back
because 20 was somewhat of a special shoe.
596
00:35:12,694 --> 00:35:15,196
[Tinker] I really wanted to,
for the first time,
597
00:35:15,280 --> 00:35:20,827
talk to Michael Jordan about his life
over these past 20 years.
598
00:35:21,703 --> 00:35:23,663
He absolutely did not want to do that.
599
00:35:23,747 --> 00:35:24,998
I said, "Come on, man.
600
00:35:25,081 --> 00:35:27,292
For the first time,
let's just look back a little bit
601
00:35:27,375 --> 00:35:29,085
and that will help us go forward, too."
602
00:35:31,546 --> 00:35:34,883
It became less
about me asking questions...
603
00:35:35,383 --> 00:35:41,973
and just more about him telling me,
like a stream of consciousness,
604
00:35:42,057 --> 00:35:44,934
stuff that was coming into his head.
605
00:35:45,644 --> 00:35:47,771
And I'm, like, taking notes like crazy.
606
00:35:49,105 --> 00:35:53,026
I started to realize
that I could start designing a symbol
607
00:35:53,109 --> 00:35:56,154
that would represent each and every one
of those stories.
608
00:35:56,655 --> 00:35:59,741
There are things in here
that I don't think he ever told anybody.
609
00:36:00,909 --> 00:36:03,203
That became the heart of this shoe.
610
00:36:03,828 --> 00:36:05,664
Some of them are emotional.
611
00:36:06,414 --> 00:36:08,291
And some of them are just funny.
612
00:36:08,375 --> 00:36:11,086
It's really a kind of
an avant-garde approach
613
00:36:11,169 --> 00:36:13,004
to a basketball shoe design.
614
00:36:13,088 --> 00:36:16,675
To me, it's part of what makes it special.
It's really, really out there.
615
00:36:17,175 --> 00:36:20,929
For him to come up with that concept
and then have the consumers connect.
616
00:36:21,012 --> 00:36:24,391
If I had to pick the best
storytelling product we've ever done,
617
00:36:24,474 --> 00:36:25,600
it was probably the 20s.
618
00:36:26,851 --> 00:36:28,937
[Tinker] I think it's one
of my favorite shoes
619
00:36:29,020 --> 00:36:30,230
that I've ever worked on,
620
00:36:30,313 --> 00:36:32,315
partly because of
that wonderful experience
621
00:36:32,399 --> 00:36:35,527
of finally getting Michael
to open up and give me stories.
622
00:36:40,949 --> 00:36:42,242
[upbeat music playing]
623
00:36:57,465 --> 00:36:59,259
[Tinker] What you're about to see
624
00:36:59,342 --> 00:37:03,722
is our very first toe in the water
toward full adaptability.
625
00:37:03,805 --> 00:37:06,266
Just step into the shoe,
it automatically closes.
626
00:37:06,349 --> 00:37:07,934
[Tinker] Who would like to try it on?
627
00:37:12,480 --> 00:37:16,401
When you look at the E.A.R.L., is there
a reason that that shoe should exist?
628
00:37:16,484 --> 00:37:17,318
No.
629
00:37:17,402 --> 00:37:23,116
But like any great thing, you create it,
and then people want it.
630
00:37:23,199 --> 00:37:25,368
What we saw for the tech audience,
two cool things.
631
00:37:25,452 --> 00:37:26,286
Number one thing:
632
00:37:26,369 --> 00:37:29,789
the first self-lacing shoe
for the consumer.
633
00:37:29,873 --> 00:37:31,750
[reporter] Nike looks to one-up rivals
634
00:37:31,833 --> 00:37:34,377
in an increasingly tech-driven
athletic market.
635
00:37:34,461 --> 00:37:37,839
I just want to give you guys
a quick first look at the shoes.
636
00:37:38,715 --> 00:37:40,842
These are definitely
gonna be game changers.
637
00:37:41,634 --> 00:37:42,594
[Tinker] This is step one.
638
00:37:43,094 --> 00:37:45,972
This will become more commonplace
in my opinion.
639
00:37:46,055 --> 00:37:49,642
Is this an important blip in time
in the history of shoes?
640
00:37:49,726 --> 00:37:51,853
I'd say unquestionably.
641
00:37:51,936 --> 00:37:53,188
[explosion]
642
00:37:53,271 --> 00:37:54,147
[heartbeat]
643
00:37:54,230 --> 00:37:55,482
[crowd cheers and applauds]
644
00:37:57,192 --> 00:37:58,651
[gentle guitar music playing]
645
00:38:06,409 --> 00:38:09,662
[Tinker] Before Bill passed away,
he wrote me a note.
646
00:38:10,288 --> 00:38:11,873
The note went like this:
647
00:38:14,959 --> 00:38:19,923
"Tinker Hatfield:
architect, shoe designer, track athlete,
648
00:38:20,006 --> 00:38:21,841
husband and father.
649
00:38:22,842 --> 00:38:26,304
This fulfills the obligations
of the University of Oregon.
650
00:38:26,888 --> 00:38:29,098
Best regards, Bill Bowerman."
651
00:38:32,435 --> 00:38:39,025
I hope someday somebody will take my ashes
and just sprinkle them around the track.
652
00:38:39,108 --> 00:38:43,530
Maybe a little bit on the pole vault pit,
and I'll be happy. [chuckles softly]
653
00:38:49,786 --> 00:38:52,914
I think if you just stay in your studio
and try and dream up new ideas,
654
00:38:52,997 --> 00:38:55,416
there's not a good foundation
for your idea.
655
00:38:58,169 --> 00:39:01,506
Just get out there and experience life.
656
00:39:02,924 --> 00:39:05,426
That just gives you
the library in your head...
657
00:39:05,510 --> 00:39:06,886
[engine revs]
658
00:39:06,970 --> 00:39:10,807
to then translate that
into unique, new design work.
659
00:39:10,890 --> 00:39:13,184
[gentle guitar music continues]
660
00:39:20,525 --> 00:39:22,902
There are many designers out there
that are really great
661
00:39:22,986 --> 00:39:25,738
at refining and interpreting
existing stuff
662
00:39:25,822 --> 00:39:28,199
and moving the needle just a little bit.
663
00:39:28,283 --> 00:39:32,036
And there's a fine art to that,
not overdoing it.
664
00:39:35,415 --> 00:39:39,210
For me, though, my job as a provocateur...
665
00:39:40,003 --> 00:39:43,756
that's all about
thinking further out into the future.
666
00:39:54,058 --> 00:39:57,103
You have to look at
the landscape of the world
667
00:39:57,186 --> 00:39:59,689
and go, "Okay,
I'm going to solve some problems.
668
00:39:59,772 --> 00:40:03,192
I'm gonna add to some design features,
sort of mix it all together,
669
00:40:03,276 --> 00:40:06,404
take a few risks, make a few assumptions
670
00:40:06,487 --> 00:40:08,156
and just blend it all together."
671
00:40:13,620 --> 00:40:16,414
That job does not go without its pitfalls.
672
00:40:17,457 --> 00:40:22,086
But, if people don't either
love or hate your work,
673
00:40:23,338 --> 00:40:25,506
you just haven't done all that much.
674
00:40:33,097 --> 00:40:34,015
[upbeat music playing]