adidas Launch New Speedfactory in Atlanta

has ventured across the pond and set up shop in the USA. Germany's Speedfactory opened in 2016 as a means of responding faster than ever to local demand. And the new location will do the same American consumers.

The completely automated facility is now open in Atlanta, Georgia, and is part of an internal goal to create 50 per cent of shoes using speedier methods. It is hoped that experimentation at the facility will lead to more efficient technologies and automation.

adidas celebrated the launch of their second Speedfactory with the launch of the exclusive AM4NYC over the weekend – the first shoe to be produced at the new facility.