Eventually, the Speedfactory process will allow the company to create shoes tailored specifically to the needs of the wearer.
Adidas envisions a decentralized ecosystem of Speedfactories in cities all over the world.
“From a design perspective, Speedfactory presents us with the opportunity to explore new ways of creating the perfect shoe,” Ben Herath, vice president of design at Adidas, said in a statement. “The facility allows us to use data and analytics to shape the future of performance product—we can create a shoe using real-life insight, which can then provide real benefits to the athlete. The Adidas Futurecraft M.F.G. is the start of an exciting journey.”
Although all 500 iterations of the Futurecraft M.F.G. will retail exclusively in Germany, Adidas plans to extend the Speedfactory model to other markets, including the United States, where a similar facility is set to be constructed in Cherokee County in Atlanta.
The Futurecraft M.F.G., in other words, is only the first step. Adidas envisions a decentralized ecosystem of Speedfactories in cities all over the world, which it says will cut down significantly on shipping emissions while better meeting the needs of its customers.
“The launch of the Adidas Futurecraft M.F.G. is a defining moment for the industry,” said James Carnes, vice president of strategy creation at Adidas. “With Speedfactory, we have an industry-changing innovation that can be placed anywhere in the world—taking the lab to the street. It gives us the opportunity to combine unique manufacturing speed with the flexibility to rethink conventional processes.”