The executives at Adidas and Nike are tasked with being leaders. It is their responsibility to grow their brands globally, find new products to grab market share, sign superstar athletes to represent them and look for ways to differentiate themselves from their competitors. To accomplish many of these goals, both of these brands are turning to 3D printing.
Nike executives visualize the day when their customers print shoes in their own homes. They may even be able to use Nike’s ‘s design technology to create their own custom shoe. The process would then allow customers to purchase the design and print them at home.
A leader in shoe customization for years, Nike started expanding customer options years ago with simple modifications that allowed customers to pick their color scheme or add their initials. Today however, 3D printing is taking the concept of individuality to a whole new level, giving customers truly unlimited customization. And best of all, 3D printing enables customers to get their one-of-a-kind shoes as soon as possible.
Adidas is keeping pace with Nike thanks to Futurecraft 3D. Adidas goal is to use the technology to target runners. With Futurecraft 3D customers can go to an Adidas store jump on a treadmill for a quick jog and then you have their shoes printed. The shoes they receive are customized to their feet and running style. How’s that for instant feedback? For runners the technology is invaluable and Adidas sees Futurecraft as their sandbox to try new things and show their intent to lead the industry. And Adidas isn’t done yet. They have partnered with Materialise and you can expect more groundbreaking designs, courtesy of this partnership, in the near future.
Both of these brands realize the technology of 3D printing can revolutionize how shoes are created and also how they are delivered to customers. It’s exciting news, and, in an industry where speed is king, the move to 3D printing makes perfect sense.