adidas launches customised running shoes
adidas has launched its ‘mi adidas’ mass customised running shoes scheme, following on from a similar scheme for football boots launched in the summer. The project was introduced by adidas at the Berlin Marathon at the end of September where it was the official sponsor and supplier of the German marathon event.
The scheme gives consumers the opportunity to create their own unique footwear to their exact personal specifications in terms of fit, function and design. Using the high-tech adidas Footscan™ system, the customer’s feet are scanned to determine the exact length, width and pressure distribution of each foot. An adidas fitting expert together with the customer then review the results, which - along with personal fit preferences - are entered into a computer to determine the best-fitting shoe. The customer can test the shoes before moving into the final design phase, at which point they can input their chosen colour elements and select material preferences. Finally, a uniquely embroidered monogram can be created for the shoes.
‘mi adidas’ will be available in specialised retail stores and at selected events.
