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Lose control, gain love – Speedfactory

Lose control, gain love – Speedfactory

  • International
  • When consumer obsession meets the future of manufacturing. About high tech, innovation and the power of open source.
  • www.adidas-group.com
  • adidas@gmail.com
Long gone are the days when a company or brand could tightly control their image and reputation through their own carefully orchestrated advertising campaigns. Over the last years and with the establishment of social media platforms such as Facebook, Twitter or YouTube, many marketing professionals and brand managers out there had to learn that what they say about their brand is not nearly as powerful as what people say about it. Consumers are in command.

They not only discuss, like or dislike and spread brand content, they also create it. Many brands have learned to come to terms with that whilst a few managed to even leverage and successfully celebrate ‘open-source branding’.

TAKING THINGS TO THE NEXT LEVEL

Now adidas is taking ‘open source’ to the next level giving consumers also much more influence when it comes to product creation. With a movement away from standardisation and into customisation, the vision is to create the ultimate personalised product for every consumer. And we have just made the first step.

SPEEDFACTORY – WHERE THE MAGIC HAPPENS

In Ansbach, a small town about 45 minutes away from the adidas Group HQ in Herzogenaurach, adidas is setting up a pilot SPEEDFACTORY production facility – featuring revolutionary automated production concepts that do not only offer high-performance quality to consumers, but also render unique design to the product. And already in the first half of 2016, the first concept shoes comprising 500 pairs of running footwear are all set to hit the ground.

SPEEDFACTORY combines the design and development of sporting goods with an automated, decentralised and flexible manufacturing process. This flexibility opens doors for us to be much closer to the market and to where our consumer is. Ultimately we are at the forefront of innovating our industry by expanding the boundaries for how, where and when we can manufacture our industry-leading products.
HERBERT HAINER, CEO OF THE ADIDAS GROUP
SOME CHATTER AMONGST FACTORIES

With the new SPEEDFACTORY in Ansbach as a pilot, the plan is to step by step set up similar facilities across different locations and get all of them closely connected. This would enable an information exchange between the different SPEEDFACTORIES in terms of different components such as production, trends, product availability, etc. So, at the end of the day, we can drive personalisation and customisation as close to perfection as possible.

SPEEDFACTORY

The set-up of the first SPEEDFACTORY has kicked off in Ansbach, Germany, to propel a global network of automated production which brings cutting-edge technology to cities around the world. These first 500 pairs will help us set the scene for large-scale commercial production so each consumer can locally get what they want, when they want it, faster than ever.
GERD MANZ, VICE PRESIDENT TECHNOLOGY INNOVATION AT ADIDAS

THIS IS JUST THE BEGINNING…

No longer does a consumer need to wait for months to jump onto the latest trends. With SPEEDFACTORY, production has come to where they are, starting with Germany.

But is this already the ultimate future of production? Not even close… Our vision goes far beyond. The flexibility offered by automation and intelligent manufacturing technology opens doors to a world of possibilities. We want to get even closer to the consumers, directly interact and allowing them to become a part of our brand: in-store customization, co-creation and interactive brand experiences – this is what it takes to truly lose control and gain love.

So stay tuned for more to come!

About Content Editor R

Content editor of PressCenter website.

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