Adidas co-creates shoes with local communities

Portland – The sportswear brand has partnered with retailer Foot Locker to crowdsource designs from local creatives.

Through co-creation, the two brands will produce limited-edition runs of sneakers, while empowering their customers to shape future footwear designs. It will also advance Adidas’ efforts to disrupt sneaker production by using its automated, high-tech Speedfactory facilities in the US and Germany. Moving forward, adidas and Foot Locker will co-create consumer-inspired adidas Made For (AM4) shoes to coincide with various cultural and sports events throughout the year.

Powered by Speedfactory, these collections can be delivered up to 36 times faster than industry-standard production times. ‘This initiative allows us to get closer to market and deliver products that are created from local and cultural insights to engage and excite our customers,’ says Andrew Gray, vice president and chief merchandising officer for Foot Locker North America.

By combining co-creation and accelerated production, the partnership reflects an evolution of our Fast Fabrication microtrend.