Adidas and its 3D Printing Revolution Changes the Sports Shoes Concept

The German company will try to produce more than 500 thousand units annually through its innovative printing system.

Abel Amón. 17/07/2017

Adidas has recently unveiled its vision for the future of high-performance sports footwear with Futurecraft 3D, a 3D running shoe midsole that can be tailored to the individual foot’s cushioning needs. The 3D concept is part of a future initiative that places the collaboration of high technology and craftsmanship at the heart of design to drive innovation in all elements of production.

In its 3D concept, it provides the best personalized experience for all athletes. Adidas created a unique combination of material and process. The advance of production will bring the standard of running shoes to a higher level, offering unprecedented individual support and cushioning for each foot, to enable athletes to achieve optimum performance.

Great comparative advantage in logistics
Adidas tries to use 3D printing to manufacture its soles in highly automated factories located in the Old Continent and to replace the current production that takes place in Asian countries with low wage costs, where the company has traditionally saved costs and at the same time has been able to be up to date on the most advanced trends in the market.

The use of 3D manufacturing in production centers closer to its main customers, is a great logistic progress, in terms of time of transport costs and reduction of the period of receipt of goods in stores. Adidas aims, in this way, to reduce the delivery time to a week, or even less.

The successful launch of BoostAdidas
After losing ground for several years in front of his American rival, Adidas launched a major marketing campaign in the United States to challenge Nike on its own ground, getting consumers to buy in bulk their BoostAdidas shoes today brings unprecedented comfort and energy to Runners with the launch of their most technically advanced shoe. The Boost sole is composed of 3,000 energy capsules – 20 percent more than any sports shoe to date. Adidas had officially introduced Ultra Boost at an event in New York with the help of athletes Sammy Watkins, David Villa, Yohan Blake, Wilson Kipsang, Jenn Suhr, Tori Bowie and Ajee Wilson.

An elastic outer sole with a perforated and elastic design puts the runners closer to the BOOST damper, allowing them to maximize the energy return benefits. A new heel construction of considerable comfort that fits the natural movements of the Achilles tendon. To ensure Ultra BOOST can offer maximum comfort and energy return mille to mille, adidas used the ARAMIS quality control system, used by institutions such as NASA, Boeing and Audi.

Excellent results in the first quarter
Adidas shares hit a record high shortly after first-quarter results were published, after the German sportswear company reported a higher-than-expected increase in its first-quarter sales and earnings, which also surpassed those of its rival Nike in North America and China and reflected a fast growth in the internet market. Adidas net profit in the first quarter of 2017 rose 30% to EUR 455 millions, while its sales increased 19% to EUR  5.67 billion, surpassing the forecasts of analysts.

Adidas shares rose 0.91% to EUR 183.76, after previously reaching a record of EUR 188.95. Adidas, headed by Chief Executive Kaspar Rorsted since October last year, confirmed a forecast for sales growth in 2017 of between 11% and 13%, after considering, among other things, currency fluctuations. This implicitly suggests a slowdown in earnings momentum in the coming quarters compared to the first half of the year. Adidas quotation at the close of 07/11/17 was EUR 174.90.

Disclosure: The Luxonomist is not responsible for the views expressed in the article. The text has been written freely expressing their own ideas, without receiving any compensation. The author has no business relationship with any of the companies whose shares are listed in this article.

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