In the increasingly competitive sportswear industry, premier brands such as Adidas must continue pushing the envelope or risk getting left behind.

So on Wednesday (Oct. 7), the Three Stripes unveiled its Futurecraft 3D technology – a 3D-printed midsole that can be tailored to the specific needs of an individual’s foot.

According to the company, Futurecraft 3D is the result of an open source collaboration with Materialise, a leading specialist in 3D priniting, with the hope of providing wearers with individualized support and cushioning.

“Futurecraft 3D is a prototype and a statement of intent,” Eric Liedtke, executive board member of adidas AG, said in a news release. “We have used a one-of-its-kind combination of process and material in an entirely new way. Our 3D-printed midsole not only allows us to make a great running shoe, but also to use performance data to drive truly bespoke experiences, meeting the needs of any athlete.”

Ultimately, Adidas envisions a day when consumers can enter a store, briefly run on a treadmill and instantly receive a 3D-printed running shoe that’s designed to match the unique contours and pressure points of their feet.

The aforementioned technology is the first chapter of Adidas’ commitment to changing the game, and the company plans to announce more design innovations in the next six months.

Photo: Adidas