Adidas And Foot Locker, A Well-Known Sporting Goods Retailer In The US

In order to keep pace with the changing demand of consumers, German sports brand

Over the past few years, efforts have been made to create two "speed factories" located in Ansbacher, Germany and Atlanta, the United States.

Now, two highly automated factories have been put into use, and Adidas is beginning to think about how to make the best use of high technology in the factory.

According to the world clothing and shoe net, recently, Adidas announced its cooperation with Foot Locker, a famous sporting goods retailer in the United States.

And representatives of consumers participate in the training course of internal design for both sides. Adidas and Foot Locker hope that these "key training objects" can become talents reserves.

In fact, not long ago, Foot Locker just made a strategic investment of $2 million for Pensole, the world's first school of shoes design.

Pensole, founded by former Jordan brand design director Dewayne Edwards, will work with Foot Locker to train designers of future footwear industry and provide exclusive product design for Foot Locker.

Now, Adidas also wants to get a slice of it.

This relationship may also be able to harvest the talents they want from Pensole.

According to the internal division of German brands, the sports shoes they produce with Foot Locker belong to Adidas's AM4 (Adidas made for) product line. This is Adidas's local product strategy launched by global key cities (London, Paris, Losangeles, New York, Shanghai and Tokyo), providing sports shoes for consumers in different cities. However, AM4 sports shoes of different cities are not completely isolated from independent products, and their design is basically the same, mainly in the form of color matching and decoration.

And this fully serves Adidas's "speed factory" project.

According to Adidas, the production cycle of a pair of sports shoes can be up to 36 times faster than the traditional production cycle in the speed factories in Atlanta.

It is understood that the factory launched sports shoes and football shoes, is expected to be available in January 28, 2019, through the Adidas official website and Foot Locker online mall sale, part of Atlanta's Foot Locker and Champs sporting goods store will also sell shelves.

According to the traditional design and production process, from the creative to the finished product shelves, the emergence of a pair of sports shoes takes 12-18 months.

First of all, sample preparation takes a lot of time. Next, we need to complete parts production in different factories in different parts of Asia, and finally assemble them together, and the final pportation will consume quite a lot of time.

With speed factories, Adidas can achieve digital design and concentrate most production processes on speed plants.

Moreover, the location of the factory (Germany and the United States) is closer to the important market of Adidas (Europe, North America) than the foundry factory in Asia.

As a result, Adidas can respond more quickly to changes in consumer demand, and also flexibly adjust the scale of production.

This is also consistent with Adidas's "speed" strategy, which has been unanimously emphasized in recent years. The company even proposed to build Adidas into the world's first "fast moving" brand.

As the name suggests, this is in line with fast fashion brands.

In the face of the changing preferences of consumers and the frequent new trends and new hot spots in the sports and cultural fields, we must follow the traditional timetable to design and produce products one by one. We can only catch up with the market demand forever and lose business opportunities.

Whether consumers will buy Adidas's painstaking efforts is still hard to predict.

However, for Adidas, they are slowly exploring how to play the role of speed factories more effectively and achieve business returns as soon as possible.

Now, they want to cooperate with Foot Locker.

More interesting reports, please pay attention to the world clothing shoes and hats net.