adidas is strengthening its strategic partnership with US footwear retailer Foot Locker by introducing an initiative that will co-create sneakers inspired by consumers at various moments throughout the year. The pilot will deploy the sportswear brand’s SPEEDFACTORY production process, which creates limited runs of shoes on-demand up to 36 times faster than industry standard lead times.
“We’re working with Foot Locker to create incredible product for consumers and deliver it faster than ever before,” said Zion Armstrong, president of adidas North America. “With its cutting-edge technology, SPEEDFACTORY is enabling us to reach this shared ambition. We’re excited to kick off this first-of-its-kind partnership with Foot Locker and co-create the future together.”
The initiative aims to reflect the three strategic choices of Adidas’ 2020 business plan called Creating the New, announced back in 2015: Speed, exemplified through SPEEDFACTORY; Cities, wherein the group has strategically selected six key cities globally (including Tokyo and London) to disproportionally invest in marketing and retail; and Open Source, which aims to bring in external collaboration in order to spur more creativity and innovation.
The shoes, which will fall under the Made For (AM4) SPEEDFACTORY line, will be introduced across the country at various cultural and sporting moments of the year. The first run, called the AM4ATL (pictured), will be a collection of running shoes and cleats celebrating different heritages and cultures of players who make up a team and showcase how they are united as one. It will debut on pro football players during a game this week and be available for purchase online and at select Atlanta-area stores.
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