Adidas is announcing the global rollout of its Speedfactory customization process with a stylish new film showing how the future of shoe production has arrived.
Adidas debuted its Speedfactory custom manufacturing plant in Germany in 2015 with a second one in Atlanta to be fully-functional by year's end. At the Speedfactory, the brand uses robots to make shoes tailored to specific markets, at three times the normal speed. Speedfactory designs are based on data from local users: for example in London, Adidas found customers often ran to work, and in bad light or visibility, so it made more reflective and waterproof sneakers. This month, shoes built for customers in London, Paris, NYC, L.A., Tokyo and Shanghai, go on sale.
The announcement film juxtaposes imagery of runners with clips of machinery and robots used in the design process. Created by Stink Studios and directed by Stink director CD Morrish, it was shot in Germany, across two locations, the Adidas factory in Ansbach and the streets of Berlin. It debuted first in France and will roll out across Speedfactory cities over the next few months.