After the announcement of their new state-of-the-art SPEEDFACTORY in Atlanta, adidas today unveiled the first product created at its SPEEDFACTORY in Germany – the adidas Futurecraft M.F.G. (Made for Germany).
Designed to provide the ultimate fit, the adidas Futurecraft M.F.G. is the first step in adidas's push for next-level innovation in the footwear industry. The shoe will be a part of adidas Running's roster and will be an initial test with the goal of rolling into other categories in the future.
A key feature of the new Futurecraft shoe is the integration of ARAMIS technology, which has been used to understand the exact motions of an athlete's foot while running. This led to the 3-stripe cage and traditional heel counter being replaced with a series of patches that are placed across different parts of the shoe to provide the best possible support. The final key feature is a new torsion bar, which is fitted into the outsole, for greater flexibility. As always, adidas has included its BOOST technology and PRIMEKNIT on the shoe for maximum comfort.
The adidas Futurecraft M.F.G. will retail exclusively in Germany, but we expect adidas will roll this approach out across further markets in the near future, with the U.S. being the next to benefit from the SPEEDFACTORY model.