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After adidas announced plans for its SPEEDFACTORY facility in Atlanta, which will allow the company to decentralize production and react faster to consumer needs in the U.S., the brand unveiled last week its first performance running shoe to originate from the initial SPEEDFACTORY in Ansbach, Germany.
The adidas Futurecraft M.F.G. (Made for Germany) utilized ARAMIS technology to decipher how and where to provide the best support possible within the shoe, which will be part of the adidas Running family. Not only will the new shoe be more sustainable but it will also benefit from adidas’ BOOST technology as well.
“The launch of the adidas Futurecraft M.F.G. is a defining moment for the industry,” said James Carnes, Vice President of Strategy Creation in a statement. “With SPEEDFACTORY, we have an industry-changing innovation that can be placed anywhere in the world — taking the lab to the street. It gives us the opportunity to combine unique manufacturing speed with the flexibility to rethink conventional processes.
The starting point on this journey is the adidas Futurecraft M.F.G., and our ambition is we will give consumers what they want, when they want it.”
According to Ben Herath, Vice President of Design at adidas, “SPEEDFACTORY presents us with the opportunity to explore new ways of creating the perfect shoe.”
The 74,000-square-foot U.S. SPEEDFACTORY, which is slated to open in 2017, will allow the brand to create products in increasingly high volumes, allow for more advanced customization and ultimately better meet the needs of the consumers. Next year, adidas is estimating that it will produce 50,000 pairs of shoes at the new facility.
“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,” Herath said in a statement. “The adidas Futurecraft M.F.G. is the start of an exciting journey.”
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