Adidas Sets Up Shop in Metro Atlanta
- Aug 12, 2016
By Keith Loria, Contributing Editor
Atlanta—Adidas will open its first-ever U.S. production plant in metro Atlanta—a planned 74,000-square-foot “speedfactory” in Cherokee County, scheduled to open in 2017.
“For years our industry has been playing by the same rules manufacturing product remotely in Asia,” Eric Liedtke, Adidas group executive board member, responsible for global brands, said in a prepared release. “As the creator brand that challenges convention and looks to co-create the future with our consumers, we are obsessed with bringing all steps of the creation process home to America.”
With the first U.S.-based speedfactory, Adidas is combining some of the world’s best technology and manufacturing processes to give its consumers access to constant newness. The facility is expected to create approximately 160 jobs. Over time, Adidas is expected to double the size of the plant.
“Speed is far more than a business strategy for us,” Glenn Bennett, Adidas group executive board member, responsible for global operations, said in the release. “Speed is all around us. It’s what athletes train for, and it’s essential to our consumers who live in a world of immediacy.”
Equipped with cutting-edge manufacturing technologies, the U.S. factory will enable the footwear giant to create products in increasingly high volumes with advanced complexity in color, materials and sizes.
According to Liedke, coming to America allows the company to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customization.
The U.S. factory complements Adidas’ first Speedfactory in Germany. Both facilities are operated by Adidas’ strategic partner, Oechsler.
Image courtesy of Adidas