EUROPE/USA: Adidas Gets A Kick From Mass Customisation
In mid-2001, on the heels of apparel's mass-customisation bandwagon, adidas will become the first brand in the sporting goods industry to unveil what it calls a "customisation experience" project in footwear to key markets in Europe and the United States. The project will launch in the soccer category, providing consumers with customisation opportunities in terms of function, fit and looks that were previously only available to celebrity athletes. Adidas made the decision after completing a successful pilot programme in late 2000 in Germany, France, England, Spain, Italy and The Netherlands, using 400 pairs of Predator Precision soccer shoes, the company's top-of-the-line performance shoe.
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