adidas and Foot Locker Bring the Rapid Sneaker Creation of the SPEEDFACTORY to Europe

Custom designs for each city.

Footwear 
3,395 Hypes 0 Comments

To mark the launch of an exclusive partnership between Foot Locker Europe and adidas that will consist of a slew of products inspired by cities and cultural moments, the industry giants will be transforming the creation of custom-designed sneakers into a process that takes hours rather than months. The partnership centres around a bold initiative that sees both brands’ offering open-source co-creation workshops to local talent. These workshops will be held at the adidas HQ in Herzogenaurach, where four local, emerging creatives from London, Milan, Berlin and Paris will be invited to create a fresh design that represents their hometown. Those designs will then be manufactured in the SPEEDFACTORY at the adidas facility in nearby Ansbach before being released in selected Foot Locker stores in each city and online. Introducing advanced automation into the production process, the adidas SPEEDFACTORY revolutionizes the creation of sneakers by using advanced building technology to drastically reduce time between concept to reality.

Each design session will consist of a number of processes, starting with the blending of adidas footwear insight and expertise with the style and tastes of the local creators giving them the opportunity to inject their local DNA into the custom designed sneakers. During an open-source workshop where a jury of adidas and Foot Locker experts will judge the entries, the designs will be finalised before being sent off to the SPEEDFACTORY to begin production. The final designs will hit shelves six-eight weeks later.

With the first launch taking place in Berlin in May, stay tuned for details about future launches and release dates, and be sure to follow Foot Locker Europe’s Instagram to stay in the loop.

Read Full Article

What to Read Next

YouTube Sensation 'Cobra Kai' Renewed for Third Season
Entertainment

YouTube Sensation 'Cobra Kai' Renewed for Third Season

The Daniel son story continues.

How to Get the Cactus Plant Flea Market x Nike Air VaporMax 2019
Footwear

How to Get the Cactus Plant Flea Market x Nike Air VaporMax 2019

Four chances to get your hands on the anticipated release.

Oi Polloi & Carhartt WIP Return With Technicolor-Logo Sweatshirts
Fashion

Oi Polloi & Carhartt WIP Return With Technicolor-Logo Sweatshirts

Delivering a selection of pastel hues and bold block colors.


Opening Ceremony Enlists The Martini Bear For Polo Capsule Collection
Fashion

Opening Ceremony Enlists The Martini Bear For Polo Capsule Collection

Summer in the Hamptons vibes.

Nike Reworks Air Max 97 With Heat Map-Themed Colorway
Footwear

Nike Reworks Air Max 97 With Heat Map-Themed Colorway

Complete with gradient design.

Paris Saint-Germain & Retailer Andrew Release Limited Edition Skate Decks
Sports

Paris Saint-Germain & Retailer Andrew Release Limited Edition Skate Decks

In three bold colorways.

More ▾
 
Subscribe to our Newsletter

Receive the latest in Footwear, Fashion, Music and Creativity in our newsletters.

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

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.