Adidas unveils customised in-store shoe printing

Bloomberg

Adidas AG is looking to better tap rapidly changing consumer tastes by increasing pace of development and production, and printing out customized shoes right in its stores.
“Trends change extremely fast these days,” CEO Rorsted said in an interview with Euro am Sonntag. “What’s hot today in New York or Tokyo spreads in seconds around world through social media.”
The German sports apparel giant is accelerating the time it takes to bring a new shoe to the market from as long as 15 months to six months or less, and aims to generate 50 percent of its revenue with such quick-turn products by 2020, Rorsted said.