Adidas Originals threw a grand event in Japan’s Harajuku district for another “Past, Present and Future” campaign. Showcased at the event, was a handful of OG silhouettes alongside Adidas current trending models like the Futurecraft. The Future Craft model was displayed giving us a closer look at a possible future drop. Check out the flicks and let us know if you’ll be copping.
Additional info on the Future Craft can be read below.
adidas today unveiled the future of performance footwear with Futurecraft 3D, a unique 3D-printed running shoe midsole that can be tailored to the cushioning needs of an individual’s foot. The 3D concept is part of the ‘Futurecraft series,’ a forward-looking initiative that places open source collaboration and craftsmanship at the heart of design to drive innovation across all elements of production.
In its 3D concept, which provides the ultimate personalized experience for all athletes, adidas created a unique combination of material and process. The production breakthrough will take the running shoe standard to the next level, offering unprecedented individualized support and cushioning for every foot, to enable athletes to perform at their best.
Imagine walking into an adidas store, running briefly on a treadmill and instantly getting a 3D-printed running shoe – this is the ambition of the adidas 3D-printed midsole. Creating a flexible, fully breathable carbon copy of the athlete’s own footprint, matching exact contours and pressure points, it will set the athlete up for the best running experience. Linked with existing data sourcing and footscan technologies, it opens unique opportunities for immediate in-store fittings.
“Futurecraft 3D is a prototype and a statement of intent. We have used a one-of-its-kind combination of process and material in an entirely new way. Our 3D-printed midsole not only allows us to make a great running shoe, but also to use performance data to drive truly bespoke experiences, meeting the needs of any athlete,” said Eric Liedtke, Executive Board Member of adidas AG, responsible for Global Brands.
The Futurecraft 3D story is the first chapter of the adidas Futurecraft series, which demonstrates the brand’s commitment to innovating throughout all areas of production.
“Futurecraft is our sandbox. It is how we challenge ourselves every day to explore the boundaries of our craft. Driving material and process innovation, bringing the familiar into the future. Marrying the qualities of hand crafting and prototyping with the limitless potential of new manufacturing technologies. Futurecraft is stripped back – fast, raw and real – it is our approach to design” said Paul Gaudio, Creative Director, adidas.
True to the Futurecraft vision of creative collaboration, Futurecraft 3D is possible through an open source partnership with Materialise, a pioneer and leading specialist in 3D printing. The Futurecraft initiative will announce more ground breaking design innovations in the coming six months and further support adidas’ ambition to be the best sports brand in the world.
