adidas has announced the first shoe from their new SPEEDFACTORY in Ansbach, Germany. The AM4LDN has been specifically designed for runners in London with shoes for Paris, Los Angeles, New York, Tokyo and Shanghai due to follow over the next few months.
During research of the product adidas visited runners in each of the cities and tailored the shoes to fit each runners needs. They discovered that runners in New York need shoes with more cushioning in their middle or forefoot while runners in London needed shoes that were reflective, easily visible, and not all white.
SPEEDFACTORY allows adidas to produce small run shoes in the one factory without the need for three or four different suppliers and runs of 5,000-10,000 and over.
Paul Gaudio, adidas Global Creative Director said, “The Speedfactory story is bigger than one product. It is really an enabler for speed, precision and responsiveness. Ultimately Speedfactory will allow us to co-create unique product solutions based on individual athlete needs and desires – delivering what they want, when and where they want it.”
The adidas Made for London AM4LDN is due to release on THURSDAY 26 OCTOBER, followed by the AM4PAR (Paris), and further launches in Los Angeles (AM4LA), New York (AM4NYC), Tokyo (AM4TKY) and Shanghai (AM4SHA) in 2018.