adidas is Working On Tech To Mass-Produce Shoes It Customizes For Elite Athletes

Image via adidas News Stream

To sneakerheads, the idea of having access to footwear perfectly fitted to their physicalities and tastes—but at affordable prices—sounds far-fetched. Thankfully, a solution might be here sooner than you think.

adidas has announced the limited-time ‘Speedfactory Lab Experience’, a celebration of its automated, digitally-advanced technology that enables it to manufacture small-batch shoes in quicker speeds.

Along with the event’s launch, the brand debuted the ‘AM4NYC’ sneaker, which is specially designed for New Yorkers who require agility and stability to get around corners in the city’s crowded areas.

While the pop-up ends on 27 April, it doubles as an experiment to gauge how the technique can be tweaked for a larger scale.

In future, adidas hopes to be able to design niched sneakers based on customers’ preferences and body data at a fraction of the time and price.

“We expect to move into one-on-out product, and have to figure out a way to make that condense,” described Zachary Coonrod, senior designer at adidas’ ‘Futures’ division, which plans ideas three to seven years ahead of product launches.

“Ideally, we’re moving to a space where we can take the learnings from this—not only learnings on how to build the shoes, but also how to have an experience that you can connect with and understand and get the most out of, and then be able to provide a custom service in the same way that we do to elite athletes.”

Image via adidas News Stream

Image via adidas News Stream

[via Quartzy, images via adidas News Stream]


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