Adidas has launched the first of six planned city-themed running shoe models in London as it capitalises on its first Speedfactory, which it has opened in Germany and is equipped with time-saving robotics. Adidas plans to use the factory - and another due to open soon in Atlanta, Georgia - to produce small batches designed for particular markets, and ultimately for individual consumers, in contrast to mass-production runs ordered months in advance. The idea is to respond faster to fashion trends and offer more customisation. After London, it plans shoe models inspired by Paris, New York, Los Angeles, Tokyo and Shanghai. "It is an opportunity for us to disrupt with brand-new technologies and bring that as fast as possible to consumers," said David Drury, director of development for footwear sourcing. Adidas relies on more than 1million workers in factories in Asia to produce about 600 million pairs of shoes and items of clothing and accessories a year. But it is shifting some product...
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