When you need a brand new facility to create a new generation of footwear, you know you're dealing with some next level innovation. The phrase "game-changing" is hit back and forth between brands all too frequently, but every now and again a breakthrough emerges that truly justifies that tag. Make an orderly queue as we enter the adidas SPEEDFACTORY.
Introducing the first product straight out of the SpeedFactory doors – the adidas Futurecraft M.F.G. (Made for Germany). Created through a completely new high-speed process, the Futurecraft M.F.G. shoe is one of the biggest modern breakthroughs in the sports industry and the first to emerge from the new facility in Ansbach, Germany, not too far from the brand's Global HQ in Herzogenaurach.
So, why should I be bothered? Fair question. The adidas SPEEDFACTORY aims to create products with the perfect fit. The Three Stripes firmly belive this is a game-changing moment for the industry, which will allow for the creation of footwear made for the specific fit of every consumer, not just elite level professionals. The SPEEDFACTORY innovation can be placed anywhere in the world, ensuring that all consumers can access customised footwear.
The SPEEDFACTORY development process – and adidas Futurecraft M.F.G. shoe – will combine to create a state-of-the-art product made for individual needs. The shoe will be part of adidas Running and will be an initial test from adidas with the view of rolling out to other categories in the future. Futurecraft football boots? Go on then.
The adidas Futrecraft M.F.G. shoe features the highest design precision possible. ARAMIS technology has been used to understand the precise detail of how an athlete’s foot moves whilst running. This has led to the 3-stripe cage and traditional heel counter being replaced with a series of patches that are placed across different parts of the shoe to provide the best possible support. BOOST and Primeknit upper technology are also involved whilst a new torsion bar, fitted into the outsole creates greater flexibility.
Ben Herath, Vice President of Design at adidas, said: “From a design perspective, SPEEDFACTORY presents us with the opportunity to explore new ways of creating the perfect shoe. 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.”
The initial product, coming out of the Ansbach facility, will be made for Germany, with exclusive retail in the German market. adidas will roll this approach out across further markets in the near future, with the US being the next to benefit from the SPEEDFACTORY model following the announcement of a similar facility being constructed in Cherokee County, Atlanta.
Want to know more about adidas Futurecraft? This way please.
