Adidas Speedfactory shoes are now available at Foot Locker
Running shoes from Adidas’ Speedfactory AM4 collection have launched in Foot Locker. For the first time ever, the German sportswear manufacturer is collaborating with a third-party retailer to sell the high-performance range, which has been produced using completely digitally automated machinery.
The first release focuses on the AM4ATL / Adidas Made for Atlanta collection of running shoes and cleats, worn by some of the best pro football players in the world in January. Further styles will drop throughout the year.
Adidas’ Speedfactory allows the company to manufacture new shoes in less time. A standard production process, from concept to production, typically takes up to 1.5 years, as prototyping with physical samples takes more time, and sneaker components are usually made in different factories. But Adidas’ two Speedfactories in German and the US use digital technology, and concentrate the production process in a single space in the market where the shoes are sold. For Adidas this means a greater ability to respond faster to consumer demand.
The AM4 line, which is specially developed for production at the Adidas Speedfactory, has several styles. All styles look similar, but have different prints and colour combinations. And they also differ in their performance. For example, Adidas has created a technique where different coloured patches on the upper alter the material’s stretch characteristics depending on how they’re overlaid.
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