{"id":29118,"date":"2018-11-12T18:14:01","date_gmt":"2018-11-12T23:14:01","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/size-you-can-adidas-use-3-d-printing-to-deliver-custom-sized-shoes-to-the-masses\/"},"modified":"2018-11-12T18:14:01","modified_gmt":"2018-11-12T23:14:01","slug":"size-you-can-adidas-use-3-d-printing-to-deliver-custom-sized-shoes-to-the-masses","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/size-you-can-adidas-use-3-d-printing-to-deliver-custom-sized-shoes-to-the-masses\/","title":{"rendered":"Size You: Can Adidas use 3-D Printing to Deliver Custom Sized Shoes to the Masses?"},"content":{"rendered":"

According to the 性视界 Business Review, \u201cA new era in additive manufacturing, or 3-D printing, is at hand,\u201d and \u201c[additive manufacturing] has made it possible affordably produce a much broader range of things \u2013 from the soles of running shoes to turbine blades \u2013 often in much higher volumes.\u201d[1]<\/a>\u00a0 With potential to offer customized sizes and styles in parallel with increased factory automation and flexible production, Adidas is aggressively pursuing additive manufacturing technology for shoes.[2]<\/a>\u00a0 Will these advantages outweigh the costs of implementation and how quickly should Adidas transition production from traditional to additive manufacturing?<\/p>\n

Adidas has recently partnered with Carbon Inc. to use continuous interface liquid production technology (CLIP) to create a midsole constructed from a single piece of elastomer, fine-tuned to expand and condense, and to vary in density and pliability.[3]<\/a>[4]<\/a>\u00a0CLIP production has paved the way for printing manufacturing grade parts that was previously unachievable with legacy additive manufacturing technology.\u00a0 Additionally, the technology enables higher performance and composition than traditionally manufactured midsoles.[5]<\/a><\/p>\n

\"\"<\/a><\/p>\n

Photo: Carbon’s M2 3-D Printer. Cait Oppermann for the Wall Street Journal<\/p>\n

The benefits that bespoke shoes provide to consumers necessitate that brands like Adidas explore their development.\u00a0 3-D printing technology enables shoes to be made for a particular person; his\/her specific sport; and his\/her age, weight and size.[6]<\/a>\u00a0 Consumers who are in between sizes or whose feet do not follow the traditional mold will be able to own shoes that fit perfectly.\u00a0 Additionally, Adidas states that customers looking for a unique look will be able to \u201ccreate their own completely custom, one-of-kind Adidas shoes designed to their own specifications online.\u201d[7]<\/a>\u00a0 Not only do consumers benefit from the technology, but opportunities for Adidas to improve operations are vast.<\/p>\n

To achieve these ends, Adidas is targeting to manufacture one million shoes per year with additive manufacturing by 2020[12]<\/a>– a small number compared its traditional production of over one million shoes per day.\u00a0 However, Adidas plans to scale aggressively.\u00a0 James Carnes, Adidas\u2019s vice president of strategy, stated, \u201cThe plan will put us as the (world\u2019s) biggest producer of 3D printed products.\u201d[13]<\/a>\u00a0 In the short term, Adidas should focus on process automation to reduce labor costs and will enable production to move from low-cost manufacturing countries to regions near the end consumer, further reducing manufacturing and delivery time.<\/p>\n

For customization, Adidas is experimenting with scanning customers feet in stores to create data for production.[14]<\/a>\u00a0 Instead, they should utilize the resources already in the hands of consumers.\u00a0 For example, they could partner with Apple and use the FaceID sensors on iPhones to create a 3D model of a customer\u2019s foot which could be uploaded to an app, in which shoes could be further customized and purchased in one seamless experience.<\/p>\n

There remains one giant hurdle to overcome \u2013 cost.\u00a0 Adidas\u2019s first major release of additive manufactured shoes, the non-customized Futurecraft 4D, retail at $300 per pair.[15]<\/a>\u00a0 For now, they remain a niche product for early adopters and well-funded athletes.\u00a0It remains to be seen if Adidas can bring the costs down.\u00a0 The value to the consumer will stay limited until fully customizable shoes are available at comparable costs.<\/p>\n

How should Adidas pursue this technology going forward?\u00a0 Should they burn the boats and go all in?\u00a0 This would be extremely risky but provide impetus for them to be the market leader and force their team to develop solutions to drive costs down.\u00a0Conversely, should they incrementally transition their lines to additive manufacturing? \u00a0This would be less risky but could detract from their focus and leave them vulnerable to competition.<\/p>\n

(773 Words)<\/p>\n

[1]<\/a>Richard A. D\u2019Aveni, \u201cThe 3-D Printing Playbook,\u201d 性视界 Business Review<\/em>(July-August 2018), 106-113.<\/p>\n

[2]<\/a>Dennis Green, \u201cAdidas just opened a futuristic new factor \u2013 and it will dramatically change how shoes are sold,\u201d Business Insider, April 25, 2018, https:\/\/www.businessinsider.com\/adidas-high-tech-speedfactory-begins-production-2018-4, accessed November, 2018.<\/p>\n

[3]<\/a>Isabel Flower, \u201cIs Mass Customization the Future of Footwear?\u201d The Wall Street Journal<\/em>, October, 24, 2017, https:\/\/www.wsj.com\/articles\/is-mass-customization-the-future-of-footwear-1508850000, accessed November 2018.<\/p>\n

[4]<\/a>\u201cOn-demand Printing using Liquid Materials\u201d, Frost & Sullivan, accessed November, 2018.<\/p>\n

[5]<\/a>Ibid.<\/p>\n

[6]<\/a>Ibid.<\/p>\n

[7]<\/a>Ibid., Dennis Green, \u201cAdidas just opened a futuristic new factor \u2013 and it will dramatically change how shoes are sold,\u201d Business Insider, April 25, 2018, accessed November, 2018.<\/p>\n

[8]<\/a>3D printed sports shoes are more about your wallet than your feet<\/em>\u00a0(2017). Cape Town: SyndiGate Media Inc. Retrieved from http:\/\/search.proquest.com.ezp-prod1.hul.harvard.edu\/docview\/1965602647?accountid=11311<\/p>\n

[9]<\/a>Ibid. On-demand Printing using Liquid Materials, Frost & Sullivan, accessed November, 2018.<\/p>\n

[10]<\/a>Mckinsey & Company, January 2014, \u201c3-D printing takes shape,\u201d https:\/\/www.mckinsey.com\/business-functions\/operations\/our-insights\/3-d-printing-takes-shape, accessed November 2018.<\/p>\n

[11]<\/a>Katherine Bourzac, \u201c3-D-Printed Sneakers, Tailored to Your Foot,\u201d MIT Technology Review, https:\/\/www.technologyreview.com\/s\/604058\/3-d-printed-sneakers-tailored-to-your-foot\/#comments, accessed November 2018.<\/p>\n

[12]<\/a>Ibid., Dennis Green, \u201cAdidas just opened a futuristic new factor \u2013 and it will dramatically change how shoes are sold,\u201d Business Insider, April 25, 2018, accessed November, 2018.<\/p>\n

[13]<\/a>Andria Cheng, \u201cHow Adidas Plans to Bring 3D Printing to The Masses,\u201d Forbes, May 22, 2018, https:\/\/www.forbes.com\/sites\/andriacheng\/2018\/05\/22\/with-adidas-3d-printing-may-finally-see-its-mass-retail-potential\/#45b122074a60, accessed November, 2018.<\/p>\n

[14]<\/a>Ibid.<\/p>\n

[15]<\/a>Ibid.<\/p>\n

Cover Image: Adidas via Business Insider<\/p>\n","protected":false},"excerpt":{"rendered":"

Adidas wants to make 3-D printed shoes to give you the perfect fit with your perfect look. 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