The Atlanta facility will be fully functional by the end of 2017 and will focus on running footwear

The Atlanta facility will be fully functional by the end of 2017 and will focus on running footwear

German sportswear giant Adidas has revealed its second "industry-changing" Speedfactory facility will be based in Atlanta, with a view to producing 50,000 pairs of shoes in 2017.

According to Adidas, the more than 74,000-square-foot factory will be fully functional by the end of 2017 and will focus on running footwear. In the mid-term, Adidas aims to produce half a million pairs of shoes for running and other categories.

In July Adidas said it was preparing to roll out the Speedfactory concept in the US at the end of next year, lifting the initiative's total annual capacity to 1m pairs of athletic footwear with further expansion planned over the coming years.

Adidas makes plans for US Speedfactory

The Speedfactory facility uses robotic technology in automated modular production cells to combine fast response with the flexibility to offer products that are uniquely customised for individual consumers.

The company says the Atlanta base will allow it to create product more quickly as well as closer to US consumers.

"For years our industry has been playing by the same rules manufacturing product remotely in Asia," says Eric Liedtke, responsible for global brands. "As the creator brand that challenges convention and looks to co-create the future with our consumers, we are obsessed with bringing all steps of the creation process home to America. We're fuelling design at the ground level of creativity in Brooklyn and reinventing manufacturing with the first Adidas Speedfactory in Atlanta. This allows us to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customisation in America."

The business model advances Adidas's consumer-centric approach to product creation, allowing the brand to decentralise production and react faster to consumer needs. Equipped with "cutting-edge" manufacturing technologies, the US factory enables Adidas to create products in increasingly high volumes with advanced complexity in colour, materials and sizes. It will also allow Adidas to source and produce locally, limiting long shipping distances and driving the brand's commitment to sustainability.

"Speed is far more than a business strategy for us," says Glenn Bennett, responsible for global operations. "Speed is all around us. It's what athletes train for, and it's essential to our consumers who live in a world of immediacy. With the first US-based Speedfactory, we're combining some of the world's best technology and manufacturing processes to give our consumers access to constant newness. This is another big step in our ambition to become the world's first true fast sports brand."

It's not the first time Adidas has prioritised speed. In March, the company said it had already set a benchmark for speed to market by reducing production lead times and increasing in-season creation with its NEO lifestyle label for teenagers.

Spotlight on... Speed to market key to Adidas 2020 growth plan

The company adds its US facility, which will create around 160 jobs, is opening the door for "unprecedented" customisation of high-performance products with unique fit, comfort and look.

"Georgia offers industry leaders such as Adidas the necessary resources to compete worldwide," adds Georgia Governor Nathan Deal. "Our state is emerging as a sports corridor for Southeastern US and our business-friendly climate will be a match for Adidas's new operation."

The US factory complements Adidas' first Speedfactory in Ansbach, Germany. Both facilities are operated by the company's strategic partner Oechsler.

In May Adidas announced it is gearing up to begin large-scale footwear production next year at the Ansbach site.

Adidas Speedfactory gears up for large-scale production