Working with Stink Studios, adidas has released a new marketing film introducing its ‘Speedfatcory’: something the brand describes as the future of shoe manufacturing.
The new spot juxtaposes the physical and industrial powers at the sportswear giant’s new German speed factory: a small robot-led, cutsomisation outpost set-up in Germany back in 2015 and now rolling out to major markets around the world.
The film focuses on the objectives and thinking behind the Speedfactory manufacturing project: aathlete data-driven design, radical accelerated footwear production, open source co-creation and localized manufacturing.
The Adidas Speedfactory aims to bring local customization to manufacturing and sees the German sportswear giant make a major robot-powered leap in design and production techniques with the first pilot version of the project opening back in late 2015 in Ansbach, Germany.
This automated facility uses what the company calls “intelligent robotic technology.”
It is seen as an initial step in an overarching strategy that envisions the local manufacturing of products running alongside the more traditional mass production methods in order to mee both local and global needs.
The brand is now rolling out the commercial to promote the expansion of the Speedfactory manufacturing approach to London, Paris, New York, Los Angeles, Tokyo and Shanghai.
The atmospheric spot, directed by CD Morrish, overlays images of runners with edits of robot machinery in grainy black and white.
The film, like the original Speedfactory itself, was shot in Germany.
But it was first released in France and is currently rolling out across other Speedfactory markets along with pop-ups.
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According to adidas, this manufacturing method, one produced just miles from the brand’s original German birthplace, is the future of the shoe industry.
While adidas’ South Asian factories turn out around 97% of the brand’s 360 million shoes each year, some deem this production to be ‘slow’ and ‘inflexible’.
So the brand’s Bavarian robots are now making every single pair ‘unique’.
“In Asia today, it takes between 90 and 60 days to turn our raw materials into a product, but if we’re ambitious, we can go from here to final product within a day” says Gerd Manz, adidas’s vice president of technology innovation.
Links:
Adidas
http://www.adidas.co.uk/speedfactory
https://www.youtube.com/user/adidas
https://www.facebook.com/adidas
https://www.instagram.com/adidas/
Stink Studios
