I’m often very silent when watching a video, just sort of taking in all the visuals and storytelling. But this… I literally said; “oh, shit…”.
3D printing in terms of footwear design isn’t new. There are companies that use the tech to create quick molds of shoes to show athletes and developers a product or design without needing to communicate back and forth between manufacturing plants in China. This makes the early stages of creating new footwear much faster than it had been in the past where you’d need to wait a few weeks for prototypes to be made. However, adidas just changed the game by introducing 3D printed midsole technology… that looks like it actually works.
For creators. By creators. This is Futurecraft 3D.
It is our approach. It is our direction. It is our journey. Futurecraft 3D is a prototype and a statement of intent. We have developed proprietary 3D printing technology, delivering a “first of its kind” product in an entirely new way. Our 3D-printed material not only allows us to make a great running shoe, but also to use performance data to drive truly bespoke experiences, meeting the needs of any athlete.
Creating something totally new is a journey, and we’re excited to have you come along with us.
All I can say is… “wow”. This is pretty freaking cool. Not just for adidas, but for other creators out there that want to develop their own footwear, but might not have the ability to since most manufacturing takes place overseas – and usually requires a very large order.
Check out the technology in action below, and let us know what you think about it in the comment section.
This is more like it, innovative technology at work to bring game changing, ground breaking products to customers. And it wasn’t Nike to boot. Well done adidas keep it up