Adidas took the time this week to unveil something truly innovative and game changing with the adidas Futurecraft M.F.G. (Made For Germany).
Created at its industry-changing SPEEDFACTORY facility in Ansbach, Germany, adidas believes the Futurecraft M.F.G is the first step in what they hope will be a game-changing moment for the industry. It represents the first high performance footwear to come out of the adidas SPEEDFACTORY, which will ultimately allow for the creation of footwear made for the specific fit and functional needs of consumers.
James Carnes, Vice President of Strategy Creation at adidas, said:
“The launch of the adidas Futurecraft M.F.G. is a defining moment for the industry. With SPEEDFACTORY, we have an industry-changing innovation that can be placed anywhere in the world – taking the lab to the street. It gives us the opportunity to combine unique manufacturing speed with the flexibility to rethink conventional processes. The starting point on this journey is the adidas Futurecraft M.F.G. and our ambition is we will give consumers what they want, when they want it.”
The shoe features the highest design precision possible. ARAMIS technology has been used to understand the precise detail of how an athlete’s foot moves whilst running. This has led to the 3-stripe cage and traditional heel counter being replaced with a series of patches that are placed across different parts of the shoe to provide the best possible support. To top things off, the shoe also utilizes adidas’ Boost technology that provides all the energy return benefits of recent adidas Running shoes. The final key feature is a new torsion bar, which is fitted into the outsole, for greater flexibility. The shoe has a PRIMEKNIT upper with all the elements combining to create the highest level of comfort, support and style.
At the moment the first launch coming out of the SPEEDFACTORY facility will be exclusive to Germany with the US being the next to experience this new innovation. Stay tuned to Kicks On Fire for more.