Adidas' 3D Sneaker May Hold Key For Retail’s Future

Last year Adidas launched its 3D printed sneakers—the Futurecraft 4D—to customers in a select number of stores in New York City. Long awaited by both fans of the brand as well as the 3D community, the $300 sneakers quickly sold out. It was a significant event for manufacturers as well, which had been watching for a cost-effective and practical example of a consumer good that was at least partially 3D printed like the Futurecraft 4D (Only the sole of the sneaker is 3D printed). Intrigued by the business case to say nothing of the novelty to shoppers, other footwear companies are also launching similar initiatives.

Now Adidas is planning to expand its offering of 3D printed sneakers and in a new report, Cushman and Wakefield has some advice for the retailer. “An increase of foot traffic to Adidas stores would occur if the company also provided in-store measurements that would evaluate gait to produce customized sneakers.”

As new industrial technologies come to market, they will not only tighten supply chains but also drive foot traffic to retail space, C&W argues in its report. “The novelty of 3D printing is building enthusiasm around experiential retail experiences,” it explains. “As the technology matures, retailers will be able to take custom orders online from consumers. Customers will then be able to ‘witness’ the manufacturing of their items, participating in the production experience.”

Here Come the Drones

Additionally, drone and autonomous delivery options may enhance consumer experiences as customers visit stores to select items and have them delivered the same day, C&W also said.

Retailers will have to make adjustments in their space needs for these technologies by creating dedicated areas that can accommodate drones and autonomous vehicles. Also, manufacturing a limited number of customizable products could potentially be brought in-house, particularly since future 3D printers are expected to be smaller and with higher capacities, C&W said. Retailers’ supply chains would be streamlined as need to maintain significant inventory would diminish as products are printed on demand.

C&W reports that in North America, market capitalization of 3D printing is expected to reach approximately $17 billion by 2025, a 20.8% CAGR over 10 years. The primary industries driving the growth of additive manufacturing include electronics and consumer products, healthcare, aerospace, automotive and construction. Additive manufacturing, another term for 3D, application in these industries is expected to nearly double through 2026.