Adidas has announced plans to open a new footwear production site in the Atlanta area. On Tuesday, Aug. 10, the first of its-kind business model, called adidas SPEEDFACTORY, will provide adidas with the means to create products locally, limiting long shipping distances to U.S. consumers.
“For years our industry has been playing by the same rules manufacturing product remotely in Asia,” said adidas Group executive board member Eric Liedtke, responsible for global brands. “As the creator brand that challenges convention and looks to co-create the future with our consumers, we are obsessed with bringing all steps of the creation process home to America. We’re fueling design at the ground level of creativity in Brooklyn and reinventing manufacturing with the first adidas SPEEDFACTORY in Atlanta. This allows us to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customization in America.”
Equipped with cutting-edge manufacturing technologies, the U.S. factory enables the lifestyle brand to create high-performance products in increasingly high volumes with advanced complexity in color, materials, and sizes, with unique fit, comfort, and look.
“Speed is far more than a business strategy for us,” said adidas Group executive board member Glenn Bennett, responsible for global operations. “Speed is all around us. It’s what athletes train for, and it’s essential to our consumers who live in a world of immediacy. With the first U.S.-based SPEEDFACTORY, we’re combining some of the world’s best technology and manufacturing processes to give our consumers access to constant newness. This is another big step in our ambition to become the world’s first true fast sports brand.”
According to adidas’ news stream, the 74,000-square-foot factory will be fully functional late 2017. Focusing on running footwear, adidas has targeted production of 50,000 pairs in 2017 alone. The U.S. SPEEDFACTORY will create 160 much-needed jobs.
“Georgia offers industry leaders such as adidas the necessary resources to compete worldwide,” said Georgia Gov. Nathan Deal. “Our state is emerging as a sports corridor for Southeastern U.S., and our business-friendly climate will be a match for adidas’ new operation. We look forward to working with our partners in Cherokee County and at the Metro Atlanta Chamber to support adidas in future growth.”