Set up in Ansbach, Germany, a small town about 45 minutes from the Adidas group headquarters in Herzogenaurach, the pilot plant uses automated, intelligent robotic technology designed to speed up production and have a positive impact on the environment.
The large-scale commercial production plant, spread over 4,600 square meters, or 49,500 square feet, will be operated by the group’s strategic partner Oechsler Motion GmbH. Adidas plans to bring production to the United States next.
The group said the first pairs of high-performance footwear to come out of the Speedfactory would now be unveiled later this year. It had previously disclosed that the first concept shoes, comprising 500 pairs of running footwear, would be revealed in the first half of 2016.
A spokeswoman for the company said it had decided to postpone the launch until fall to not conflict with this summer’s major sporting events, including the Euro 2016 soccer championships and the Olympic Games in Rio de Janeiro. Construction of the new plant was on schedule, she added.
Herbert Hainer, the outgoing chief executive officer of Adidas Group, said the notion of speed was one of the key choices of its five-year strategic business plan unveiled last year.
“With the Adidas Speedfactory we are revolutionizing the industry. It’s a constantly changing world out there and our consumers always want the latest and newest product — and they want it now. That’s what Adidas Speedfactory delivers, starting right here in Germany, with best-in-class German technology,” Hainer said.
The project reflects Adidas’s desire to provide unique design, in-store customization and interactive digital technology.
“Every day our teams come together to bring speed to life, and with the Adidas Speedfactory, we have a game changer in our hands,” said Glenn Bennett, executive board member of the Adidas Group responsible for global operations.
“Our goal is to give consumers what they want when they want it. It’s a new era in footwear crafting — with greater precision, unique design opportunities and high-performance. Products of tomorrow are going to look different to what we have today,” Bennett added.