Creativity

Adidas Shows the Future of Shoe Creation in Stylish Film Promoting Its Speedfactory Global Rollout

After German Launch, Brand Is Rolling Out Custom Manufacturing Concept to Six More Cities

By Alexandra Jardine. Published on Oct 16, 2017

Editor's Pick

Adidas is announcing the global rollout of its Speedfactory customization process with a stylish new film showing how the future of shoe production has arrived.

Adidas debuted its Speedfactory custom manufacturing plant in Germany in 2015 with a second one in Atlanta to be fully-functional by year's end. At the Speedfactory, the brand uses robots to make shoes tailored to specific markets, at three times the normal speed. Speedfactory designs are based on data from local users: for example in London, Adidas found customers often ran to work, and in bad light or visibility, so it made more reflective and waterproof sneakers. This month, shoes built for customers in London, Paris, NYC, L.A., Tokyo and Shanghai, go on sale.

The announcement film juxtaposes imagery of runners with clips of machinery and robots used in the design process. Created by Stink Studios and directed by Stink director CD Morrish, it was shot in Germany, across two locations, the Adidas factory in Ansbach and the streets of Berlin. It debuted first in France and will roll out across Speedfactory cities over the next few months.

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About

Credits

Date
Oct 16, 2017
Agency:
Stink Studios
Client:
Adidas
Creative Director:
Nick Cline
Art Director:
Anne Cote
Copywriter:
Gareth Broadbent
Director Communications:
Stephane Viarnaud
Senior Manager Communications:
Emily Chang
Senior Project Manager:
Julien Lauret
Senior Producer:
Eleanor Fitzgerald
Producer:
Katarina Pepichova
Post Producer:
Peter Weiss
Production:
Stink Studios
Director:
CD Morrish
Executive Producer:
Tessa Wood
Producer:
Sara Nouman
Editor:
Vid Price
Director of Photography:
Ryan Carmody
Post Production:
MPC
Audio Post Production:
Wave Studios
Soundtrack Composer:
Pedro Aguilar
Title Animation:
Stevijn Van Olst
Title Animation:
Dario Cavaliere

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