Open source is a partnership based innovative model where Adidas collaborates
with a wide array of people encompassing sports, entertainment and industry.
Through this Adidas strives to build brand advocacy. This initiative is all about
sharing creative ideas, learning and starting new conversations with external
partners. Creative alliances include unique collaborations like the one between
Adidas and Kanye West which has been enormously successful for the brand. Athlete
alliances involve Adidas’
partnership with football player Paul Pogba and basketball hero James Harden.
They have expanded their list of female influencers as well by forming
collaborations with celebrities like Karlie Kloss, Gigi Hadid and Stella
McCartney. Lastly, Adidas’ partner
alliances include forming a strategic partnership with the Silicon Valley based
3D printing startup, Carbon. Adidas has constantly been challenging the
industry with its relentless focus on innovative engineering to boost the performance
of their sneaker apparel. It is leveraging Carbon’s
Digital Light Synthesis technology to bring a new product and platform to life.
Futurecraft 4D, an elastomer midsole for athletic footwear which would improve
shoe performance for different sports. This
at first seemed to be a challenge for Adidas, as midsoles couldn’t be injection or compression molded in
one piece with properties that vary across the part. However, assembling of the
midsoles through labor intensive process was possible but not feasible.
Therefore, they thought of 3D printing the midsoles, unleashing the design
potential needed to augment trainers’
Adidas believes that Futurecraft 4D, world’s
first high performance footwear featuring midsoles crafted with light and
oxygen will help athletes make a difference in their game and they aim to
create more than 100,000 pairs by the end of 2018.