Adidas: Adidas

Credits & Description:

Brand ADIDAS
Entrant ADIDAS AMSTERDAM
ADIDAS Amsterdam, The Netherlands Entrant Company
ADIDAS Amsterdam, The Netherlands Idea Creation
MINIAC FILMS Los Angeles, USA Production
ADIDAS Amsterdam, The Netherlands Production
CARBON Redwood City, USA Production
PUSSYKREW Poland & New York, USA Production
OWEN SILVERWOOD London, United Kingdom Production
EXPOSURE Ny New York, USA Additional Company
RESN Amsterdam, The Netherlands Additional Company
4D MAX Bedfordshire, United Kingdom Additional Company
Nick Cline adidas Creative Director
Anne Cote adidas Senior Art Director
Angela Bac adidas Designer
Julien Lauret adidas Project Manager
Chermine Assadian Freelance Copywriter
Jon Munns adidas Design
Carl Arnese adidas Design
Jacques Perrault adidas Design
David OMahony adidas Design
Marco Kormann adidas Engineering
Robert Leimer adidas Engineering
Gerd Manz adidas Engineering
Emily Chang adidas Communication
Stéphane Viarnaud adidas Communications
James Carnes adidas Strategy
Synopsis
When we first started with Futurecraft it was a design ethos to guide us, to set us on a path. It is an approach to balance the newest technologies with craft. 3D printing for example is one of these technologies that allows unlimited possibilities. We worked to create the first Futurecraft 3D footwear. But there are limitations to additive manufacturing; it is tough to scale, the materials, the flexibility. We built something, but was it finished? How can we make a 3D printed shoe that works? That really works well? When we met with Carbon, we realized we have the potential to move beyond prototyping. Creating a hyper-flexible midsole, based of athlete data, that can be mass produced. Futurecraft 4D changes how we create our products.
Outcome
Futurecraft 4D officially changes how we make products. No longer are foams the only option for midsoles. We will extend the technology into multiple categories in 2018 scaling up to 100,000 pairs by the end of the year. Our sports science team is also working towards being able to collect the right data in order to customize your very own pair. In the future, you might be able go into the store we can do a couple of tests and make you the perfect shoe. We are also planning to integrate Carbon printers in SPEEDFACTORY in Europe and USA, we will be able to get your shoes to you quicker then ever before. Futurecraft 4D is changing how we manufacture our products.
Execution
Futurecraft 4D was made possible by the collaboration with Carbon, the pioneer of „Digital Light Synthesis“. A completely new way of 3D printing that uses light, oxygen and liquid resins to create the complex objects. Light triggers the solidification process but oxygen inhibits it. By using light and oxygen in tandem we’re able to create amazingly complex objects out of liquid resins. Liquid resins give you the most flexibility in material design as we can now use different materials based on needs. We realized very quickly the potential of this technology which also enables functional customization based on physiological and sports data.
Campaign Description
Once Futurecraft 4D was created, we were really excited. We were keen to share not just the proof of concept and ability to scale, but also the shoe with our closest partners. As we scale up, so do our drops. Starting in April 6,2017, we gave media and influencers their own pairs at the launch, and in January 2018 we made our proof of concept available for consumers. By doing this we have raised awareness on the potential of the technology, and this year you will see these new D printed midsoles applied to other models based on sport specific needs. Ultimately, we will be able to customize your very own pair based off your weight, gait and sport.