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Adidas and Foot Locker Partnership Built for Speed

Adidas and Foot Locker are elevating their strategic partnership to create a revolutionary initiative that re-envisions the future of creativity and speed. The innovative go-to-market plan empowers consumers to help drive footwear creation and trends, and is powered by Adidas Speedfactory USA and Germany. Beginning this month, the two sneaker powerhouses will co-create consumer-inspired Adidas Made For (AM4) shoes across the country at various cultural events and sport moments throughout the year. And thanks to Speedfactory capabilities, featuring accelerated digital production processes,  limited runs of shoes with designs sourced from creators in local communities can hit the market up to 36 times faster than industry standard production times.

“We’re working with Foot Locker to create incredible product for consumers and deliver it faster than ever before,” states Zion Armstrong, president of Adidas North America. “With its cutting-edge technology, Speedfactory is enabling us to reach this shared ambition. We’re excited to kick off this first-of-its- kind partnership with Foot Locker and co-create the future together.”

The new initiative exemplifies the three strategic choices of Adidas’ business plan for Creating the New: Speed, Cities and Open Source, and utilizes the company’s’ industry-changing Speedfactory initiative to pilot a new era in footwear creation and speed to market.

“We are focused on continuing to strengthen our connection to local communitiess,” says Andrew Gray, vice president and CMO for Foot Locker, North America. “This initiative allows us to get closer to market and deliver products that are created from local and cultural insights to engage and excite our customers. We are excited about the endless product opportunities that our Adidas Speedfactory partnership unlock.”

The first Adidas x Foot Locker concept will come to life with the AM4ATL collection of running shoes and cleats. Celebrating the different heritages and cultures of the players that make up a team, the design features a tie dye graphic of unified colors and represents an artistic expression of creators uniting to come together as one. The limited-edition AM4ATL shoes and cleats will make their official debut on some of the best pro football players in the game the week of Jan. 21 in Orlando, FL. and will be available on Jan. 28 for $200 at The limited-edition AM4ATL running shoes will be available on Jan. 28 for $200, also online at,, and, and in select Atlanta-area Foot Locker and Champs Sports stores.

Rise of the sneaker-making machines inside an Adidas Speedfactory.


The March 2024 Issue

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