Adidas race to ‘personalize’ products with new technology

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Adidas race to ‘personalize’ products with new technology

Postby patrect07 » 2018-01-05 06:06

BALTIMORE — When Olympic skiing champion Lindsey Vonn needs custom-fitted workout clothes or cross-training shoes, she contacts zapatillas adidas running hombre, her longtime sponsor.

“I’ve got a 3D body scan,” Vonn said, “so whenever we need to make something custom like a new turtleneck they can get that going.”

Most of the rest of us have not submitted to 3D modeling, in which sensors take intricate measurements that allow clothes to be made that drape just right. But Under Armour — and rival sports brands new balance 574 mujer — are banking on a growing consumer appetite for shoes and apparel that look or feel as customized as a built-in cabinet.

“We see customization and personalization as the new expectation from consumers really,” said Dave Dombrow, adidas ultra boost precio chief designer. “It’s a very important topic to us.”

The idea is to market a personalized approach akin to what the brands do free for their celebrity athletes — a Vonn, a Stephen Curry or a LeBron James — who often are closely involved in the design of their gear.

new balance hombre running definitely a hot trend,” said Neil Saunders, an analyst with the research firm GlobalData Retail. “What they want to move to is mass customization where you have the same sorts of efficiencies of mass production but you allow people to personalize things.

“That’s obviously a difficult balance,” Saunders said. For now, customization remains “fairly niche,” he said.
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