Italian fashion house Prada and German sportswear giant Adidas are joining forces to produce a limited edition trainer and sailing shoe.
It’s the first time two of the most famous names in retailing have combined in what they say is a long-term partnership.
But what to call the venture? Pradidas and Adada are among the favourites in the Twittersphere.
Prada’s marketing department could probably do better, though, as they’ve already demonstrated peerless descriptive powers in the press release.
“The aim of this partnership is to investigate the realms of heritage, technology and innovation – and to challenge conventional wisdom through unexpected strategies.”
The shoes will be “based on an authentic fusion of fashion and sport” that mixes their “sporting heritage and visionary approach”.
And anyone who thinks they’ll just produce trainers that will be as smelly as the rest after being worn a few times should think again.
These won’t be any old trainers, as Prada is bringing an “iconicity” that “resides in the interplay between form and function, luxury and utility, and the ability to juxtapose different ideologies”.
Snide jibes aside, Prada does not get involved in many collaborations, so a tie-up with Adidas was seen as a surprise among the fashionistas and a coup for the German company. As GQ magazine points out, the companies “sit in different fields”.
Adidas has dipped its toe into the high-end fashion world before with collaborations with Stella McCartney, Rick Owens, and Kanye West’s Yeezy line.
The collection launches next month with two styles of trainer, and next year will see the release of sailing footwear under the Luna Rossa label. The limited-edition footwear will all be made at Prada’s factory in Italy.
Johannes Betz is not your typical racing car driver.
Your ability to be autonomous “is based on your ability to see the world around you”, explains Glen de Vos, chief technology officer at Aptiv, a car electronics company headquartered in Dublin.
So sensors are getting most of the attention these days.
Tesla’s Elon Musk insists cameras can do the job alone. Mobileye, owned by the giant chipmaker Intel, is making a camera-only AV, too.
But most automotive experts think you need lots of other kit, too – lidar, radar, ultrasound, inter-car wireless communication and so on – in case cameras alone aren’t up to the job.
Lidar is “really good at short distance, but gets really interfered with by weather”, says Wael Elrifai, vice president of Hitachi Vantara, a subsidiary of the Japanese electronics multinational.
Cameras are “really good at managing shapes and colours to identify objects, and can even work at long distance”, but rain and fog frustrate them, too.
And radar is “low resolution but works at long distances in bad weather, and is also good at determining the relative speed of something coming towards you”, he says.
To be completely reliable, cameras would have to “match the ability of the human eye”, argues Charles Boulanger, chief executive of Quebec lidar company LeddarTech. And cars would need “human brain” processing power to analyse all the images in real time.
But six lidars could add €15,000-20,000 (£13,700-18,300) to the price of a car today, says Mr De Vos, so it’s more likely this tech specification level will be reserved for driverless ride sharing, shuttle buses, automated deliveries and robo-taxis.
Once you remove the cost of the driver and can use the vehicle 24-hours-a-day, the sensors start looking affordable. And once commercial AVs become more common – within the next five years some technologists predict – sensor manufacturing costs will fall.
“Optimising design, materials and manufacturing, this hasn’t really begun in earnest,” says Mr De Vos.
A big move forward, in cost and performance, will come from lidars on a chip, or solid-state lidars, says Raffi Mardirosian, vice president of San Francisco-based lidar-maker Ouster. When technology systems can be built on a single silicon chip, it opens the door to making them much more cheaply.
You might have seen bulky lidars on top of prototype driverless cars, spinning round scanning the environment. Solid-state lidars won’t have moving parts, so one solution is flashing an entire area with laser light, says Mr Boulanger.
Other sensor technologies besides lidars are also emerging.
Like far infrared heat sensing, useful for spotting pedestrians, says Kirsty Lloyd-Jukes, chief executive of Latent Logic, an Oxford autonomous systems spin-off.
But there is a long way to go to make all these sensors reliable and cheap enough to please regulators and manufacturers, particularly when a simple sticker or bit of spray paint can fool AI into confusing a stop sign for a speed limit sign.
There is also the issue of how to maintain and repair all this complex sensor technology.
“We’re used to yearly MOTs,” says Ms Lloyd-Jukes, “but the existing ecosystem isn’t going to be enough.”
Insurers, repairers, and regulators will need to adapt to this new autonomous world.
At the moment, on average humans drive for at least eight million hours before misidentifying something that leads to an accident. Currently, AVs can only manage 10,000-30,000 hours.
“When you have a number like that, it’s sending big flashing signals there’s a lot of work to be done,” warns Hitachi Vantara’s Wael Elrifai.
But robo racing cars are at least accelerating development of this autonomous future.