The collaboration will help Foot Locker make use of Adidas’ established technology, like its SPEEDFACTORY, to more efficiently create limited-edition collections targeted at specific consumers and events

Sneaker retailer Foot Locker and activewear brand Adidas are teaming up to created limited-edition wares, designed for specific events and informed by local communities. Forming part of the Adidas Made For, or AM4, line, the shoes in question will be released at different points throughout the year corresponding with cultural and sporting moments for which their design will be tailored.

The first design of the AM4 series will be available for purchase at the end of this month online through Adidas, Eastbay, Champ Sports and Foot Locker, and in person at a few Foot Locker and Champs locations in Atlanta, Georgia. Production of the limited-edition shoes is powered by the Adidas SPEEDFACTORY, a machine that can manufacture a volume of high-quality merchandise quickly and with special attention to detail, allowing for tailoring to events that are time-sensitive. This production method will also allow for designs sourced from creators in local communities, letting consumers and smaller designers make contributions.

While the partnership is designed to be mutually beneficial, Foot Locker in particular hopes to benefit from Adidas' capabilities. “We are excited about the endless product opportunities that our adidas SPEEDFACTORY partnership unlocks,” said Andrew Gray, VP and CMO for Foot Locker, North America. “At Foot Locker we are focused on continuing to strengthen our connection to local communities. 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.”

Foot Locker

Adidas

Sneaker retailer Foot Locker and activewear brand Adidas are teaming up to created limited-edition wares, designed for specific events and informed by local communities. Forming part of the Adidas Made For, or AM4, line, the shoes in question will be released at different points throughout the year corresponding with cultural and sporting moments for which their design will be tailored.

The first design of the AM4 series will be available for purchase at the end of this month online through Adidas, Eastbay, Champ Sports and Foot Locker, and in person at a few Foot Locker and Champs locations in Atlanta, Georgia. Production of the limited-edition shoes is powered by the Adidas SPEEDFACTORY, a machine that can manufacture a volume of high-quality merchandise quickly and with special attention to detail, allowing for tailoring to events that are time-sensitive. This production method will also allow for designs sourced from creators in local communities, letting consumers and smaller designers make contributions.