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Adidas made another big announcement: It would soon be build

Afraid789, Mittwoch, 06. Dezember 2017, 08:00

adidas online italia The miniature factory behind the glass, which consisted mainly of three industrial knitting machines spitting forth sweaters like dot-matrix printouts, could reportedly produce only 10 garments a day. But the point of the experiment wasn’t to rack up sales numbers. It was to gauge customer enthusiasm for a set of concepts that the company has lately become invested in: digital design; localized, automated manufacturing; and personalized products. Called Speedfactory, the facility would pair a small human workforce with technologies including 3-D printing, robotic arms, and computerized knitting to make running shoes—items that are more typically mass-produced by workers in far-off countries like China, Indonesia, and Vietnam.

adidas scarpe online The factory would cater directly to the European market, with digital designs that could be tweaked ad infinitum and robots that could seamlessly transmute them into footwear customized to the shifting preferences of Continental sneakerheads. By placing factories closer to consumers, Adidas could ostensibly leapfrog over shipping delays and expenses. “What we enable is speed,” said Gerd Manz, vice president of Adidas’ innovation group. “We can react to consumer needs within days.” Speedfactory, Adidas claimed, was “reinventing manufacturing.”

adidas scarpe saldi In September 2016, the first pair of Speedfactory sneakers came off the line: a very-limited--edition running shoe called Futurecraft M.F.G. (Made for Germany). To hype its release, the company put out a 3--minute teaser video highlighting not just the shoe but its manufacturing process. A suspenseful, intense electronic soundtrack set the mood for a series of futuristic close-ups: dusty white residue on a computer keyboard, various digital control panels, an orange robotic arm sliding into action. When Adidas released 500 pairs of the Futurecraft M.F.G. in Berlin, -people camped out on the street to buy them, and the sneakers sold out almost instantly.

adidas scarpe uomo saldi Alongside its unveiling of the Futurecraft M.F.G., Adidas made another big announcement: It would soon be building a second Speedfactory—in Atlanta. The future of manufacturing was coming to America too. This October, the company announced a project called AM4—Adidas Made For—a series of sneakers that would be designed with input from various “running influencers,” ostensibly tailored to the needs of specific cities. The shoes are said to be designed around the unique local challenges runners face: in London, apparently, many runners commute by foot; they need sneakers with high visibility for dark nights and rainy days.

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