Ever since adidas dropped their MFG (Made for Germany) SPEEDFACTORY shoe last year, we’ve been waiting with bated breath for their promise of a wider spread. The whole concept is meant to change the way adidas produce for localised markets, enabling the brand to be more reactive and deliver product and new technologies to market quicker.
We got super excited about the concept, so it’s a little disappointing to see that the new AM4 London design is nothing more than a new colourway of last year’s MFG. Perhaps you need to put them on to be able to feel how the brand have tailored the shoes to the needs of runners in the city, which is apparently what they’ve done.
For the time being, ‘The future of how we create’ is looking a lot like it did last year.