Moving forward, Adidas should also consider creating the “upper” (or top) part of the sneakers through additive manufacturing. Adidas already has an early-mover advantage by building brand awareness through limited releases of the product – the company just needs to make sure to prove out large-scale manufacturing capabilities, especially regarding customization, before a larger release. In other words, Adidas can continue building up the capacity to produce while tweaking the design and formula of the lattice structure.
ADIDAS 4D FUTURECRAFT SOFTWARE
Updates to the software used in the additive manufacturing process can be rolled out without compromising investments on the hardware side. As mass customization creates room for error, producing a high-quality product and maintaining credibility is especially essential when competitors like Nike are developing their own 3D-printed offerings. With recent investments into manufacturing capacity, Adidas should hold off on introducing Futurecraft shoes to the mass market until due diligence in testing the product is fully completed. The personalized shoe would then be manufactured at local “micro-factories” to allow for shorter delivery times. The shoe will have a different geometry and lattice structure based on each athlete’s build, foot structure, and use of the shoe. In the meantime, Adidas is continuing to offer multiple small-scale product releases each year.įor the long term, Adidas plans to use 3D-printing solutions to generate customized Futurecraft sneakers based on individual physiological and performance needs. To meet demand requirements, Adidas has secured enough 3D-printing capacity to produce one million sneakers per year, a drastic increase over the most recent annual production release of 5,000 shoes.
Demand has vastly outpaced production, and the limited release versions of the sneakers have appeared on resale markets at almost $3,000 per pair. In the short term, Adidas plans to scale up its bandwidth to produce Futurecraft 4D sneakers at higher volumes. In a highly diversified market, shorter product lifecycles allow Adidas to maintain lower inventory levels, rapidly iterate, and effectively stay ahead of consumer trends. Product introduction cycles can further be shortened to 2 months as capabilities continue to develop. Compared to the 15-18 months it takes from ideation to store sales in normal factory production of sneakers, it took just 11 months for the Futurecraft 4D release earlier this year.
ADIDAS 4D FUTURECRAFT SERIES
Pathways to Just Digital Future Watch this tech inequality series featuring scholars, practitioners, & activistsĪdditive manufacturing also shortens up the production development cycle of Adidas products. Bringing production closer to point of use means that Adidas can cut down delivery times and shipping costs for its consumers. On the distribution side, additive manufacturing allows for a more localized approach to delivery – Adidas currently manufactures most of its shoes in Asia, whereas its Futurecraft 4D line can be produced closer to point of use due to the comparatively lower fixed costs of production for 3D-printing. In manufacturing, reduced costs come from eliminating expensive steel-molds used in traditional sneaker production. Close-up of Futurecraft 4D midsoleįor Adidas, a shift towards additive manufacturing translates to reduced production costs throughout the supply chain. The sneakers are currently priced at $300, placing the shoes as a more premium product among Adidas offerings. The Futurecraft midsole is a lattice structure created from liquid resins hardened by “digital light synthesis” technology. Last year, Adidas announced the introduction of its Futurecraft 4D shoe – a sneaker that uses a midsole formed with 3D-printed material. In footwear, Adidas is one such organization at the forefront of this evolution. Rapid advances in research and development have moved forward the technology, and as additive manufacturing methods become cheaper and faster, 3D-printed parts are becoming more ingrained in retail and consumer goods. Until recent years, the concept of additive manufacturing has largely been associated with prototyping and low-volume production.
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