Innovation in Manufacturing with adidas. VOL.1 Event Report
ADIDAS' new "ALPHAEDGE 4D" shoes feature a mysterious midsole that has never been seen before. The recently released "ALPHAEDGE 4D" is a new shoe with a mysterious midsole never seen before.This articleAs mentioned in the previous article, this item uses a cutting-edge sole technology called "ADIDAS 4D". Prior to the official launch, a release event was held for a small group of influencers, including fashion designers and artists, where key figures from adidas and guest speakers discussed the ADIDAS 4D. Here is a report on what was said there about the greatness of the ADIDAS 4D and its future.
The amazing thing about ADIDAS 4D is that it overturns conventional wisdom.
The new ADIDAS 4D midsole is made using cutting-edge 3D printing technology. In conventional sneakers, the midsole is made by manufacturing a part called a "foam" using a mold. Of course, it takes time to make a mold, and once the mold is made, it is useless if it does not fit the athlete's foot. That is how difficult it is to develop a midsole.
However, "ADIDAS 4D" does not fit this common sense. In fact, it has turned it on its head. Why is that? The reason lies in the words of Thomas Seiler, Vice President and General Manager of Marketing Business Division of adidas Japan.
We are working on experimental and conceptual innovations under the concept of "Future Craft". ADIDAS 4D is our latest innovation using light and oxygen. It has the potential to change sports, humanity, and even the planet. It will undoubtedly be a turning point for us in terms of speed of production, scale of mass production, and the creation of one-of-a-kind performance products customized for athletes. The fourth aspect of the "4D" name is the ability to use data to print individually for each athlete.
This was followed by Jack Perrault, Senior Digital Creator for Future Projects at adidas. He talked about how the development of "ADIDAS 4D" was made possible.
ADIDAS 4D was created in partnership with Carbon, a deep-tech company. The ADIDAS 4D was developed in partnership with Carbon, a deep-tech company, and was developed by utilizing our long-accumulated athlete data to simulate and optimize designs over and over again to improve their performance. Printing technology eliminates the need for molds, allowing us to use the same materials as end-use parts, i.e., finished products, not prototypes, from the development stage. This accelerates the development cycle. In other words, the footwear creation process has been completely digitized. ADIDAS 4D" ushers in a new era in footwear manufacturing. It will meet the true needs of athletes on an unprecedented level.
In other words, the fusion of data and 3D printing technology will enable the development of products that are remarkably faster and more precise in their manufacturing speed. Moreover, it will eventually be able to be pushed to the level of customization.
What is the difference between conventional 3D printing and "ADIDAS 4D"?
The event then moved on to the dialogue section with related parties and guest speakers. Three stages were prepared here, where the appeal of "ADIDAS 4D" was discussed from multiple angles.
The first speakers were Thomas Siler, Vice President of adidas Japan, and Shannon Fernandez, head of brand marketing for Carbon, which partnered with adidas for the development.
The moderator began the conversation by asking, "What kind of company is Carbon in the first place, and what kind of work are you responsible for?" The moderator began the discussion with the question, "What kind of company is Carbon Corporation in the first place, and what kind of work does it do? From here on, the discussion will be presented in the form of a dialogue between the two parties.
Shannon.Our collaboration began in April 2016. Before that, our attention was drawn to us in 2015. We were on stage at TED (Technology Entertainment Design), a major global lecture series. We presented Carbon's proprietary technology, Digital Light Synthesis, which utilizes light and oxygen and goes far beyond previous 3D printing technologies. Around this time, it also graced the cover of the world's most prestigious "Science Magazine.
Thomas.This is a very exciting technology. I am not a scientist, but I can tell you that this is very different from 3D printing as we know it. Can you elaborate on that difference?
Shannon.3D printing has been around for about 30 years. The main difference with our technology is the resolution. We are able to produce very precise, high-quality parts. And the surface is beautiful. Conventional 3D printing was not satisfactory in terms of quality. But we are not.
Thomas.One last thing. In the manufacturing process, the data of athletes and consumers could be used and cussed out. How would that be accomplished?
Shannon.One area in which "ADIDAS 4D" differs from conventional 3D printing is in its use of computational engineering. There are a lot of muscles inside ADIDAS 4D, but they are customized through engineering.
The key to "ADIDAS 4D" lies in data measurement.
Next up were Blaine Hettinger, Director of Sports Science at adidas, and Daisuke Kamide of Theatra, a company that designs workwear for contemporary creators. The conversation began with self-introductions by both men.
brains (of an operation)I started my career in academia. I have a PhD in sports mechanics. After studying the personal optimization of sports equipment for athletes, I conducted research on cushioning related to running and developed methods for collecting high quality athlete data. I joined adidas in 2015 as part of the Sports Science team. I joined adidas in 2015 as part of the Sports Science team, a division dedicated to improving athlete performance.
going outMy name is Kamide, and I am the owner of the brand "Theatra. This brand is not a sports brand like "adidas," but is designed based on the concept of how to add functionality to business wear.
brains (of an operation)Our team has been collecting data on athletes for decades. For the ALPHAEDGE 4D, we used data on kinematics, how the body moves, and internal and external loading. We use this to measure the movement of the foot and the expansion and contraction of the upper.
brains (of an operation)You also utilize the pressure under the foot, or load data on the insole. I heard that you utilize different data than we do. What kind of data is that?
going outWe make business wear. We believe that this is not something that can be easily quantified. Our goal is to make businesses more comfortable and successful, and it is difficult to translate this into numerical values.
going outThat said, I was flattered and thrilled to be allowed to wear these shoes. It is as if the world of science fiction has come true. What advantages does the development of this sole offer to athletes?
brains (of an operation)One of the major advantages was that we were able to manufacture the midsole more quickly. This has allowed us to have more dialogue with athletes. Normally, we would prepare four different prototypes and collect data, but in the case of the ADIDAS 4D, we made a new prototype every week and asked for feedback. We had them try 50 different prototypes every week during the manufacturing process.
brains (of an operation)I think it embodies our philosophy of "delivering the best to athletes. What is the philosophy of the brand for you, Mr. Kamide?
going outThe basics are the same as creating an environment for athletes to perform at their best. The only difference is the target. In our case, it is working people. In our case, it's people who work at desks and creators. Theatre is also working with the utmost importance on achieving the best performance.
brains (of an operation)That would be great. adidas is always looking for designers to work with, and I hope we can do something interesting together someday.
going outIt would be fun to do a business shoe project or something.
Even with the same foot size, if the weight changes, the pressure on the shoe will be different.
The final panelists were Jack Perrault, senior digital creator for adidas' Future Project, and Yuki Tasaki, CEO of KANDO, a creation company that focuses on visual production. The theme of the discussion was "Design for the Future," "Manufacturing," and "Creativity.
fields and rice paddies that have been abandoned and are no longer cultivatedMy name is Tasaki and I am the founder and CEO of a company called KANDO. We often collaborate with deep tech and venture companies. I mean companies with innovative technologies that solve common problems of mankind.
Our "vision" is not conceptual. It is rooted in both branding and reality. Creativity, finance, tech and science. Without integrating all of these, we believe we will not be able to make a social impact or foster a new culture.
jackYou are working on a very unique project. We are also working with Carbon, a deep-tech company. What do you consider important when working with such a high-tech company?
fields and rice paddies that have been abandoned and are no longer cultivatedI believe it is necessary to have a solid understanding of hard core techniques. Even in this kind of dialogue, if you don't understand and digest the other person's ideas, you can't have a conversation. What are your thoughts on this, Jack?
jackIt is a bottom-up principle that I emphasize in my process with Carbon. We are looking at it from the same perspective and trying to figure out how to use the process and how to print the best product for the athlete.
fields and rice paddies that have been abandoned and are no longer cultivatedadidas also makes lifestyle products, and without a clear vision, I think it is difficult to incorporate new ideas into the visual world. In other words, I think it is important to share the same vision with the engineers.
jackWe need to look at who this product is for. We, the manufacturer, the product, and the consumer must be connected by a thread. In other words, I believe that we should ultimately create the most human products possible. In order to do this, we understand the feelings of athletes through training and running, and deliver our thoughts and feelings to them as well.
jackAs has been mentioned, I would like to take this "ADIDAS 4D" technology to the level of customization. I am a skinny person, but if I have the same foot size as someone who weighs more, the burden on my shoes will be different. That's kind of strange, isn't it? In that sense, we are working with Carbon to create products that are more human-like by using data.
With that, the three conversations were over and the event came to a close. The innovation that adidas has brought about through the fusion of technology and data. We were simply amazed at the approach that went far beyond what we had imagined. It won't be long before customized running shoes will be available in our hands, just like a custom-made suit.
Although the "ALPHAEDGE 4D" released on November 17 sold out in just a few days, various shoes featuring the "ADIDAS 4D" are expected to be developed in the future. The latest information will be updated on the official site below, so be sure to check back often.
adidas Group Customer Service
Phone: 0570-033-033 (9:30~18:00 except Saturdays, Sundays and holidays) shop.adidas.jp/4d
