by Lee DeVito
Thanks for reaching out and for your interest in the adidas Group, especially in our new business strategy ‘creating the new’.
This new business plan is built around three major strategic choices: ‘cities’, ‘open source’ and ‘speed’.
Going forward, speed will be a key competitive advantage for us as we transform the adidas Group into the first true fast sports company. One element will be the evolution of production capabilities to dramatically expand product customization options for our consumers. This is where the project you have read about, ‘speed factory’, comes into play: for us, ‘speed factory’ represents one of the pillars of the future of manufacturing. Our vision is to have a fully automated and scalable manufacturing option with independent cells wherever we want and where it makes the most sense for our consumers. We plan to kick off automated footwear manufacturing in Germany in 2016 and in the US in 2017.
Eric Liedtke, Executive Board Member responsible for Global Brands, spoke about our ‘speed factory’ vision and how the US roll-out could look like earlier this week in New York: "…It's all a part of speeding the future. We call it 'speed factories.' Because ultimately if we get this thing right, we can put it in Detroit. We can bring manufacturing back to Detroit and that's where we want to be in 2017."
We’ll keep you updated as we bring speed and our ambitious plans regarding the future of manufacturing to life in the US.
For more background regarding ‘speed factory’ and the future of manufacturing please visit our website.