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LAST WINTER, THE sportswear giant Adidas opened a pop-up store inside a Berlin shopping mall. The boutique was part of a corporate experiment called Storefactory—a name as flatly Nike Air Max 90 Mujer self--explanatory as it is consistent with the convention of German compound nouns. It offered a single product: machine--knit merino wool sweaters, made Nike Air Max 95 Dames to order on the spot. Customers stepped up for body scans inside the showroom and then worked with an employee to design their own bespoke pullovers. The sweaters, which cost the equivalent of about $250 apiece, then materialized behind a glass wall in a matter of hours.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; Adidas ZX 750 Womens and personalized products.Storefactory was just a small test of these ideas; much bigger experiments were already under way. In late 2015, Adidas Nike Air Max 95 Mujer had opened a brand-new, heavily automated manufacturing facility in Ansbach, Germany, about 35 miles from its corporate headquarters. 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.

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 www.jessicaadler.se consumers, Adidas could ostensibly leapfrog over shipping delays and expenses. “What we enable is speed,” said Gerd Manz, vice president of Adidas Superstar Femme Adidas’ innovation group. “We can react to consumer needs within days.”Speedfactory, Adidas claimed, was “reinventing manufacturing.” Media reports were no less grand. “By bringing production home,” wrote The Economist, “this factory is out to reinvent an industry.”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 Nike Air Max 1 Mujer digital control panels, an orange robotic arm sliding into action. When Adidas released 500 pairs of the Futurecraft M.F.G. in Berlin, -people Nike Air Presto Dam camped out on the street to buy them, and the sneakers sold out almost instantly.

Alongside its unveiling of the Futurecraft M.F.G., Adidas made Nike Air Max 2017 Mujer 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 Adidas Superstar Femme Blanche rainy days. New York City is constantly under construction and is organized in a grid, so runners need a shoe that can deftly handle Nike Air Max Zero Mujer multiple 90-degree corners. Los Angeles is hot and by the ocean. In Shanghai, preliminary research suggested that people primarily exercise indoors. All www.viajesreinosa.es AM4 shoes would be made in the company’s two Speedfactories and released in limited editions.At some point I became a bit mystified by all of this. It struck me that most decent running shoes on the market could probably handle Manhattan’s grid. And if a selling point of the Speedfactory was expedited time to market, why use it to manufacture shoes that would have to travel from Germany to China? All this talk of innovation, the ocean plastic, the 3-D-printed midsoles. There was so much uncertainty.
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