adidas just announced that it will be opening a new state-of-the-art facility dubbed adidas SPEEDFACTORY in Atlanta, Georgia. The move will allow the company to manufacture shoes in America, as the footwear production site is expected to open in 2017.

“As the creator brand that challenges convention and looks to co-create the future with our consumers, we are obsessed with bringing all steps of the creation process home to America,” said adidas Group Executive Board Member Eric Liedtke. “We’re fueling design at the ground level of creativity in Brooklyn and reinventing manufacturing with the first adidas SPEEDFACTORY in Atlanta. This allows us to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customization in America.”

The new facility will implement adidas’s consumer-centric approach to product creation, allowing the company to decentralize production and react faster to consumer needs. In addition, adidas SPEEDFACTORY will source and produce locally, in turn limiting long shipping distances, further driving the brand’s commitment to sustainability.

The new location in Atlanta, which is expected to be up and running by the second half of next year and create roughly 160 jobs, will place a focus on running footwear, targeting the production of 50,000 pairs in 2017.

In other adidas-related news, get an up-close look at the brand’s new YEEZY SPLY Boost 350 v2.

Not NYC, not LA.

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