十年前,运动服制造商们正热衷于在产品中塞入大量特别之处和未来派设计元素。他们确信,消费者购买跑鞋之类的东西是根据它们的技术性的特色。但是2004年,如今阿迪达斯的运动服创意主管James carnes与一位叫Mikkel Rasmussen的丹麦顾问在一个奥斯陆的会议上相遇,会上Rasmussen先生质疑了这一理念。他说,一个手机可能有72种功能,但是有超过50种是多数人不想要,或者是不会用到的。 Ten years ago, sportswear manufacturers are keen to stuff a lot of specialties and futuristic design elements into their products. They are convinced that consumers buy things like running shoes based on their technical characteristics. But in 2004, James Carnes, the creative director of sportswear at Adidas, and a Danish adviser to Mikkel Rasmussen met at a meeting in Oslo, at which Mr. Rasmussen questioned the concept. He said that a cell phone may have 72 kinds of functions, but there are more than 50 most people do not want, or will not be used.