Adidas wants to create shoes in stores

First “store factory” within 2 years’ time

Customers can get their feet measured in the store, after which a perfect-fit shoe will be created. The entire process should only take a few minutes.

The major advantage of this kind of stores is that Adidas will not have to bother with stock issues: only the requested amount of shoes will be made. However, the company will not replace its major Asian production facilities with this type of store. On top of that, it remains to be seen whether these stores will be able to keep up with the average prices from its regular factories.

Only last week, Adidas announced it might sell off (a part of) its golfing division. The TaylorMade golfing brand was acquired in 1997 when it bought French Salomon, but its results have been on the slide ever since.