Home / Fashion/ London the starting line as Adidas laces up robotic shoe run

London the starting line as Adidas laces up robotic shoe run


Comments / {{hitsCtrl.values.hits}} Views / Tuesday, 24 October 2017 00:00


 

LONDON (Reuters): Adidas has launched the first of six planned city-themed running shoe models in London as it capitalises on its first Speedfactory, which it has opened in Germany and equipped with time-saving robotics.

Adidas plans to use the factory – and another due to open soon in Atlanta, Georgia, to produce small batches designed for particular markets, and ultimately for individual consumers, in contrast to mass production runs ordered months in advance.

The idea is to respond faster to fashion trends and offer more customisation. After London it plans shoe models inspired by Paris, New York, Los Angeles, Tokyo and Shanghai.

“It is an opportunity for us to disrupt with brand new technologies and bring that as fast as possible to consumers,” David Drury, director of development for footwear sourcing, told Reuters.

Adidas relies on more than one million workers in factories in Asia, particularly in China and Vietnam, to produce about 600 million pairs of shoes and items of clothing and accessories per year.

But it is shifting some production closer to its major markets so it can deliver new styles quicker, and counter rising wages in Asia and hefty shipping costs.

It currently takes Adidas up to 18 months to design, produce and deliver most products, but it wants to cut that to as little as 45 days.

Its customised shoes will also command premium prices. The AM4LDN shoe aimed at the London market will go on sale next week for 169.95 pounds ($222.74) or 219.95 euros ($259.85).

Rival Nike has also announced plans to shorten product development times and last month launched a studio in New York where customers can select the colour and pattern of their shoes and have them ready in less than 90 minutes.


Share This Article


DISCLAIMER:

1. All comments will be moderated by the Daily FT Web Editor.

2. Comments that are abusive, obscene, incendiary, defamatory or irrelevant will not be published.

3. We may remove hyperlinks within comments.

4. Kindly use a genuine email ID and provide your name.

5. Spamming the comments section under different user names may result in being blacklisted.

COMMENTS

Today's Columnists

More of the same

Tuesday, 20 February 2018

Those of you who’ve read what I have written over the years could, justifiably, experience a sense of déjà vu as you read what follows. That said, I will make no apology for the burden of this piece because it will, again, state the eternal verit


Looking beyond the current political gridlock: Future of Tamil nationalist politics

Tuesday, 20 February 2018

The landslide victory of the Sri Lanka Podujana Peramuna (SLPP) in the recently concluded local government (LG) elections naturally attracted much attention to assessing the future trajectory of the domestic political landscape. The heavy focus on th


Liberal democracy is dead. Long live liberal democracy.

Tuesday, 20 February 2018

Liberal democracy as propounded and practiced by the UNP is dead. Beating up the statistics of the recent local election will not bring it back, but the UNP still remains the best vehicle for reviving liberal democratic ideals. Pohottuwa or the Sri L


Navigating a nuclearised Asia for smaller states: Reviving Sri Lanka’s commitments to disarmament

Tuesday, 20 February 2018

Throughout its diplomatic history, Sri Lanka has maintained a strong anti-nuclear stance. Given the perceived need to avoid antagonising nuclear powers in the region, Sri Lanka has communicated this stance as a general normative and ethical position,


Columnists More