Adidas launches new Alphaedge 4D Running Shoe
Adidas launches new Alphaedge 4D Running Shoe

Adidas, a name synonymous with innovative, cutting-edge technology that understands and meets the requirements of its customers, is all set to launch the new ALPHAEDGE 4D 2019.

 

ADIDAS 4D was first revealed as a concept release from FUTURECRAFT, Adidas’ innovation incubator, in 2017. The midsole is printed with light and oxygen using Carbon Digital Light Synthesis technology pioneered by Silicon Valley-based company, Carbon. The two companies came together to combine years of athlete data with the latest 3D printing technology which allows products to be created at a considerable commercial scale. This technology enables huge benefits for both athletes and consumers so they will feel the future.

 

Marco Kormann, Director Platform Innovation, Adidas, said, “We are proud to have taken a FUTURECRAFT concept and scaled it up significantly across our business within two years. ADIDAS 4D marks a shift in the way we approach the design and creation of our products. With the support of our partner, Carbon, we have shown the possibilities of data-driven-design and digital manufacturing on a global scale. The next iteration of the technology will be to develop how it can be used to produce footwear that is tailored to specific sports and need of individual athletes.”

 

Also Read: Potholes where Adidas tumbled

 

ADIDAS 4D was created as a unique solution that can be precisely tuned to respond to the movement patterns, weight, and gait of the user. The 3D printed midsole has been created after analyzing the running data collected from runners worldwide to deliver top performance and stability. This means that in the future Adidas foresees designing the lattice in a way that suits the movements of a certain sport, as well as personalized based on the data of an individual.

 

Features of ADIDAS 4D

 

Carbon Digital Light SynthesisTM technology uses digital light projection, oxygen-permeable optics, and programmable liquid resins to print high-performance, durable polymeric products.

 

The technology uses data to translate the needs of a performance category, and eventually, individual athlete or consumer, with the required movement, cushioning and stability directly into a midsole.

A super-lightweight upper that features a reflective prime knit used on the full upper, for maximum reflectivity, encases your foot in a seamless sock-like fit providing the support and comfort needed during sharp lateral movements and tight turns. Each thread is individually constructed millimeter by millimeter with FORGEDMESH, a process using TPU-coated yarn, which maximizes performance when stitched at various angles and layers for ultimate strength in motion.

 

Also Read: How Adidas keeps winning by putting shoppers at the center of its business?

 

Adidas’ growth strategy in India

 

India has been a very conjectural market for Adidas; however, its Managing Director in India, Dave Thomas, is ambitious of the country's potential. The sportswear brand aims to double its revenue from Rs 805 crores by 2020.

 

Adidas has signed a prominent Bollywood actor Ranveer Singh as a Brand Ambassador to the company's products in 2015. Later, the company decided to use the people's almost religious adoration for the game cricket to promote their brand in India. For this, the brand soon introduced a new cricket campaign in the country with prominent Indian cricketer Virat Kohli. However, Virat Kohli was removed as the brand ambassador of the company in 2017.

 

The brand also sells its products online through e-commerce websites like Myntra, Snapdeal, Jabong, and Amazon. It further has a website dedicated to the Indian audience that markets and sells products to its consumers in India.

 
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