Your adidas Shoes Could Come From Robots in Atlanta in 2017

The Three Stripes confirms its state-of-the-art SPEEDFACTORY is coming to the ATL.

Footwear
3,482 Hypes 0 Comments

adi’s own German stomping grounds won’t be the only locale churning out kicks via robot next year. Today, adidas announced that its state-of-the-art SPEEDFACTORY production will be coming to Atlanta in 2017, thus allowing the Three Stripes “to create product more quickly and closer to U.S. consumers.” Said adidas Group Executive Board Member Eric Liedtke of the move:

For years our industry has been playing by the same rules manufacturing product remotely in Asia. As the creator brand that challenges convention and looks to co-create the future with our consumers, we are obsessed with bringing all steps of the creation process home to America. We’re fueling design at the ground level of creativity in Brooklyn and reinventing manufacturing with the first adidas SPEEDFACTORY in Atlanta. This allows us to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customization in America.

The first-of-its-kind model should be huge for adidas in the years ahead as it pushes a “consumer-centric approach to product creation” while allowing the sportswear giant to decentralize production for quick, immediate reaction to the needs of its consumers. The robot-led manufacturing also means adidas should be able to create more products in higher volumes than ever before and also opens “the door for unprecedented customization of high-performance products with unique fit, comfort and look.” Adds adidas Group Executive Board Member Glenn Bennett:

Speed is far more than a business strategy for us. Speed is all around us. It’s what athletes train for, and it’s essential to our consumers who live in a world of immediacy. With the first U.S.-based SPEEDFACTORY, we’re combining some of the world’s best technology and manufacturing processes to give our consumers access to constant newness. This is another big step in our ambition to become the world’s first true fast sports brand.

So does this mean you’ll have a better chance than ever of copping Yeezys in 2017? We’ll hopefully find out next year — the 74,000-square-foot factory is expected to be fully functional in the latter half of 2017 and is targeting production of 50,000 pairs of footwear in those few months alone.

Read Full Article

What to Read Next

The adidas YEEZY SLIDE Is Coming in "Ochre"
Footwear

The adidas YEEZY SLIDE Is Coming in "Ochre"

A new patterned look.

Could Baselworld Come Back From the Dead?
Watches

Could Baselworld Come Back From the Dead?

Organisers ditch name change and plan for March 2022 show.

Kanye's adidas YZY KNIT RNR is Coming in "Stone Carbon"
Footwear

Kanye's adidas YZY KNIT RNR is Coming in "Stone Carbon"

The sock-like iteration is targeting a February 2022 release.


Beyoncé's Next IVY PARK x adidas UltraBOOST Comes Wrapped in "Electric Green"
Footwear

Beyoncé's Next IVY PARK x adidas UltraBOOST Comes Wrapped in "Electric Green"

Queen Bey adds a Grinch-esque colorway to her arsenal ahead of Christmas.

Sony's PlayStation 4 Successor May Be Right Around the Corner
Gaming

Sony's PlayStation 4 Successor May Be Right Around the Corner

The so-called “Neo” may be unveiled as early as next month.

Drake's Father is Following in His Son's Footsteps
Music 

Drake's Father is Following in His Son's Footsteps

He’s launching a R&B music career.

What Did Frank Ocean Do Differently in Promoting 'Boys Don't Cry'?
Entertainment

What Did Frank Ocean Do Differently in Promoting 'Boys Don't Cry'?

The genius in promoting ‘Boys Don’t Cry’ or lack thereof.

Converse Tailors the Chuck Taylor All Star for Rio
Footwear

Converse Tailors the Chuck Taylor All Star for Rio

Open Knit construction comes to the Nike-assisted update of the classic silhouette.

Outlier's Latest Experiment Is a $350 USD Indigo-Dyed Merino Tee
Fashion

Outlier's Latest Experiment Is a $350 USD Indigo-Dyed Merino Tee

Japanese masters Buaisou lend a helping hand.


"Street Art Is Dead": An Interview With Notorious Melbourne Artist Lushsux
Art 

"Street Art Is Dead": An Interview With Notorious Melbourne Artist Lushsux

“The world’s first meme artist” talks creative inspiration, social media censorship and manipulating the masses.

KangaROOS Is Set to Drop Its 2016 Fall Collection
Footwear

KangaROOS Is Set to Drop Its 2016 Fall Collection

Offering creative reworks on three of its most coveted runner silhouettes.

foot the coacher Unveils Punk-Minded 2016 Fall/Winter Lookbook
Footwear

foot the coacher Unveils Punk-Minded 2016 Fall/Winter Lookbook

With buckled brogues and studded creepers.

Bravo Launches the Weatherproof MultiCam™ Pack
Fashion

Bravo Launches the Weatherproof MultiCam™ Pack

Keep your valuables protected from the elements.

Is Kanye West adidas's Winning Formula?
Fashion

Is Kanye West adidas's Winning Formula?

Yeezy helps to raise the Three Stripes’ share price.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Adblock Detected.

We charge advertisers instead of our readers. If you enjoy our content, please add us to your adblocker's whitelist. We'd really appreciated it.