The miniature factory behind the glass, which consisted mainly of three industrial knitting machines spitting forth sweaters like dot-matrix printouts, could reportedly produce only 10 garments a day. But the point of the experiment wasn’t to rack up sales numbers. It was to gauge customer enthusiasm for a set of concepts that the company has lately become invested in: digital design; localized, automated manufacturing; and personalized products.
Storefactory was just a small test of these ideas; much bigger experiments were already under way. In late 2015, Adidas had opened a brand-new, heavily automatedmanufacturing facility in Ansbach, Germany, about 35 miles from its corporate headquarters. Called Speedfactory, the facility would pair a small human workforce with technologies including 3-D printing, robotic arms, and computerized knitting to make running shoes—items that are more typically mass-produced by workers in far-off countries like China, Indonesia, and Vietnam. The factory would cater directly to the European market, with digital designs that could be tweaked ad infinitum and robots that could seamlessly transmute them into footwear customized to the shifting preferences of Continental sneakerheads. By placing factories closer to consumers, Adidas could ostensibly leapfrog over shipping delays and expenses. “What we enable is speed,” said Gerd Manz, vice president of Adidas’ innovation group. “We can react to consumer needs within days.”
Speedfactory, Adidas claimed, was “reinventing manufacturing.” Media reports were no less grand. “By bringing production home,” wrote The Economist, “this factory is out to reinvent an industry.”
In September 2016, the first pair of Speedfactory sneakers came off the line: a very-limited-edition running shoe called Futurecraft M.F.G. (Made for Germany). To hype its release, the company put out a 3-minute teaser video highlighting not just the shoe but its manufacturing process. A suspenseful, intense electronic soundtrack set the mood for a series of futuristic close-ups: dusty white residue on a computer keyboard, various digital control panels, an orange robotic arm sliding into action. When Adidas released 500 pairs of the Futurecraft M.F.G. in Berlin, people camped out on the street to buy them, and the sneakers sold out almost instantly.