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Adidas Speedfactory Makes Its First Shoe

Adidasmuch-hyped Speedfactory has finally produced its first shoe, in what the brand is calling a “game-changing” moment for the footwear industry.

The Futurecraft M.F.G. (Made for Germany) was the first sneaker to roll off the production line at the German footwear giant’s Ansbach-based Speedfactory, which utilizes robots to automate the shoe production process from start to finish.

Adidas says the M.F.G. is evidence of Speedfactory’s highly-specialized footwear capabilities, allowing for greater customization in regards to fit and faster design adjustments if needed.

“[Speedfactory] gives us the opportunity to combine unique manufacturing speed with the flexibility to rethink conventional processes. The starting point on this journey is the Adidas Futurecraft M.F.G. and our ambition is we will give consumers what they want, when they want it,” said James Carnes, Adidas vice president of strategy creation.

The newly released Futurecraft shoes made at the Speedfactory will be launched as part of Adidas’ Running brand and will serve as an initial test from the company, with the expectation that further products will roll out to other categories in the future.

Adidas’ Aramis technology was used in the manufacturing process to understand the precise detail of how an athlete’s foot moves whilst running. The resulting shoe features the 3-stripe cage and traditional heel counter being replaced with a series of patches that are placed across different parts of the shoe to provide enhanced support.

Adidas also claims the shoe is more sustainable, featuring a unique joining process and the company’s Boost technology, as well as a new torsion bar fitted to the outsole, providing further flexibility.

While the initial product coming out of the Ansbach facility will only be made for the German market, Adidas plans to roll out further Speedfactory facilities in the future, including in the U.S., where a similar facility is being constructed in Atlanta, GA. for completion in 2017.

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