On Thursday, Adidas unveiled its newest technology: Futurecraft 3D. Sure, it sounds a bit like the name of a video game, but the athletic brand is calling it the future of performance footwear.
Futurecraft 3D is a 3D-printed running-shoe midsole that can be customized to an individual’s needs. The goal is for customers to go to an Adidas retail location, run on a treadmill for a short period of time and voilà — a custom-printed running shoe is ready.
Eric Liedtke, an executive board member of Adidas AG, says Futurecraft 3D is “a prototype and a statement of intent.” Futurecraft is the result of an open-source partnership with Materialise, a 3D-printing software company.
“Futurecraft is our sandbox. It’s how we challenge ourselves every day to explore the boundaries of our craft,” said Adidas Creative Director Paul Gaudio.
Adidas says more design announcements will be coming from the Futurecraft initiative within the next six months.
The Germany-based brand also recently introduced a soccer cleat recycling program, in which any piece of Adidas sportswear can be broken down and remodeled into a 3D-shapeable material that allows customers to reimagine and personalize products.