"It's sort of like a playground for us to test new these sort of concept cars," said Ben Herath, Vice President of Design at Adidas Running. Nike is doubling down on its self-lacing styles, while Adidas continues rolling out Yeezys and is treating Futurecraft, a line of concept sneakers that until now have, well, just been concepts, as their innovation North Star. But in 2016, the success of sneakers-as a relevant fashion choice and a brand's bottom line-is all about looking ahead. To that end, Adidas is also opening factories mainly operated by robots in Germany and the US.Classic sneakers like Air Jordans, Stan Smiths, Puma Clydes and Vans Old Skools are classic that comes tied to their unchanging look and link to the past. “Individualisation will come, but you’ve got to learn to walk before you run," Manz said, citing a survey that shows 80% of consumers want to be part of the design process.Īdidas had last month experimented with a pop-up store where customers could design a custom-fitted sweater and have it knitted in the store.ģD printing will also help cut the time it takes to get new designs to stores from the 12 to 18 months it usually takes for sneakers. Wohlers expects the 3D printing industry to more than quadruple sales to $26 billion by 2022, driven mostly by the automotive, medical, dental and jewellery sectors.Īdidas initially plans batches of shoes tailored to specific sports or cities but hopes consumers will eventually be measured and tested in store to design perfectly-fitting shoes tweaked for an individual’s gait, weight and type of sport. “With this technology, you can produce one or a few inexpensively." “What you can do is introduce more types of products without a cost penalty," said Terry Wohlers, head of Wohlers Associates, a US consultancy specialising in 3D printing. Small production runs were not economical before, as the metal moulds for most soles need to be used 10,000 times to pay for themselves, and take four to six weeks to cast and grind. Late last year, Adidas sold a few hundred pairs of running shoes with soles made by regular 3D printing for $333, but they were relatively rigid and heavy and took 10 hours to print.Ĭarbon’s technology will allow Adidas to make small batches of shoes far more quickly.
The shoes will sell at an unspecified premium price, but Adidas plans to lower the cost as the technology develops. Standard 3D printers build up products with layers of plastic powder, a method used by Hewlett Packard which is working with Nike and says its newest machines work 10 times faster and at half the cost than earlier models.Īdidas hopes to sell 5,000 pairs of its “Futurecraft 4D" this year, and 100,000 next year as Carbon cuts the time it takes to print a sole from the current hour and a half to as low as 20 minutes per sole.
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“We’ve cracked some of the boundaries."Ĭarbon, financed by venture firms such as Sequoia Capital as well as funds set up by General Electric and Alphabet’s Google, has pioneered a technique that prints with light-sensitive polymer resin that is then baked for strength. “This is a milestone not only for us as a company but also for the industry," said Gerd Manz, head of technology innovation, Adidas, announcing the launch of its new “Futurecraft 4D" shoe.
However, Adidas says its new partnership with Silicon Valley start-up Carbon allows it to overcome many of those difficulties to produce a sole that can rival one made by an injection mould, and at a speed and price that allow for mass production.ĪLSO READ : Adidas trademark war means three stripes and you’re out
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That’s because traditional 3D printers are slower, more expensive and often create an inferior product than the injection moulds for plastic that are currently used to produce hundreds of millions of shoes each year, mostly in Asia.
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