If buzzwords amuse you, the ad for adidas’ new AM4 shoes and their factory will be a delight. The 60 second spot is full of them, in phrases like “hyper flexible localised open source co-creation,” and “radical accelerated footwear production.”

The film and its brain-boggling voiceover is designed to give adidas an edge in one of the world’s most competitive markets.

And to be fair, if personalisation is the future, adidas is holding its reins right now. The brand has created a trainer, the adidas Made For London (AM4LDN) shoe, that is designed and manufactured especially for London conditions. London is often grey and drizzly, for example, and most runners exercise in dim light. AM4LDN is the first in a series of shoes adidas will release in six key cities around the world.

The new shoe is made possible by adidas’ new Speedfactories, where robots make shoes at three times the usual manufacturing speed in accordance with the data they’re fed. That data comes from adidas working with running influencers in each key city to explore, test and co-create a show that meets the unique demands of each city. The The AM4 project will be a constant BETA mode, with insights taken from consumers following each product launch used to shape future designs.

Following the AM4LDN launch will be shoes that fit the demands of runners in Paris, Los Angeles, New York, Tokyo and Shanghai.

The shoes will be manufactured at the Speedfactory in Germany, with a second robot plant to be opened in Atlanta in the future.

Paul Gaudio, adidas global creative director, commented,“The Speedfactory story is bigger than one product. It is really an enabler for speed, precision and responsiveness. Ultimately Speedfactory will allow us to co-create unique product solutions based on individual athlete needs and desires – delivering what they want, when and where they want it.”

“This is a moment and another step towards the future of how we create products with athletes. AM4 represents the future of manufacturing that will see product created at greater speed, precision and personalisation.”

Credits:

Creative agency: in-house (adidas)
Creative director: Nick Cline
Creative: Anne Cote
Head of production: Eleanor Fitzgerald
Producer: Katarina Pepichova

Production company: Stink Studios London
Director: CD Morrish
Executive producer: Tessa Wood
Producer: Sara Nouman
Editor: Vid Price
DoP: Ryan Carmody

Post-production: MPC
Soundtrack composer: Silicone Soul Darkroom Dubs
Audio post-production: Wave