“Futurecraft 3D is a prototype and a statement of intent,” says Eric Liedtke, executive of Adidas AG. ‘Our 3D-printed midsole not only allows us to make a great running shoe, but also to use performance data to drive truly bespoke experiences, meeting the needs of any athlete.”
The concept for the prototype running shoe will allow customers to walk into one of Adidas’ stores, run on a treadmill and get a flexible, breathable carbon copy of their own footprint.
The project created in collaboration with 3D-printing company Materialise, as part of Adidas’ open source partnership, further positions the brand as a pioneer in tech-driven materials innovation.
Recently Adidas also teamed up with Parley for the Oceans – a network organisation raising awareness of critically endangered ocean life – to create a trainer entirely out of waste ocean plastic, (also reflecting consumers rapidly increasing concern for the environment).
Industry insiders will know that the move reflects increased competition between sportswear titans, like Nike and Puma, who are all keen to capitalise on the athletic performance-wear trend in the fashion and lifestyle sectors, as well as create unique product offerings.
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