Adidas is expanding to Atlanta.
The athletic giant announced on Wednesday that it is opening a new 74,000-sq.-ft.-plus footwear-production facility called Speedfactory in 2017. The purpose, according to the brand, is to create product faster and be closer to U.S. consumers.
“For years, our industry has been playing by the same rules — manufacturing product remotely, in Asia,” said Eric Liedtke, Adidas Group executive board member for global brands, in a statement. “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.”
Adidas said Speedfactory will allow the brand to decentralize production and react quickly to consumer needs, producing a high volume of products with advanced complexity of color, materials and sizes.
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The factory is set to be fully functional by late 2017, said the brand, and will focus on running footwear. Adidas hopes to produce 50,000 pairs in 2017 and create roughly 160 jobs.
“Speed is far more than a business strategy for us,” said Glenn Bennett, Adidas Group executive board member for global operations. “Speed is all around us. It’s what athletes train for, and it’s essential to our consumer, 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.”
This is Adidas’ second Speedfactory; the first is in Germany.
“Georgia offers industry leaders such as Adidas the necessary resources to compete worldwide,” said Nathan Deal, governor of Georgia. “Our state is emerging as a sports corridor for the 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.”