Adidas Paris flagship store: a pair of custom-made shoes

Adidas’s world’s largest flagship store was recently opened to the public on the Champs Elysées in Paris, France. In addition to the numerous sports and literary world stars gathered at the opening ceremony, the store’s most eye-catching is a high-tech machine – the world's first “football shoe” that can meet customers' individual design requirements. machine".

Once in the shop, you can see this instrument, called the "Mini Innovation Center," which consists of a cube with one person tall and an intelligent induction runway. Customers who want to customize their sports shoes will be led by specially trained Purchasing Guides. They shall firstly measure the length and width of their feet on a nearby foot and foot machine, and then walk on the simulated track with intelligent induction devices to take natural steps. Walk and run. The three-meter-long runway is called a "double-foot scanner," and it has a sensor device that can accurately detect the feet and even the entire body based on the pressure at each stress point. Whether the foot is flat or partial bow and the center of gravity is on the front or on the back, these details will be recorded one by one. Based on these "intelligence" collected, the "Micro Innovation Center" will work out the basic structural framework of sports shoes that best meets the specific body and foot conditions of the customer. What followed was a personalized design of the shoe type and appearance. Although there are only four adidas classics to choose from: running shoes, soccer shoes, tennis shoes and indoor sports shoes, customers can use their shoes to match their personal preferences: the thickness of the foot pads, the length of the tongue, and even the air cushions Can increase or decrease at will. On the side of the “Micro Innovation Center” instrument, an infra-red tactile video screen that deals with the design is presented. Based on the collected information and the customer’s choice, a stereoscopic view of a pair of sports shoes can be presented. Customers can operate on details such as colors and decorations. Here, the customer can not only choose the color of each part of the shoe body, but also can insert the national flag pattern on the shoe body and sole, or even choose to embed no more than ten letters and numbers in the appropriate position.

After the design is completed, the Purchasing Guide will bring a pair of shoes of similar size for the customer to try on. The customer will tell the Purchasing Guider details of the specific feelings, such as the top of the left leg and the heel. Each Purchasing Manager holds a control board on hand to record the input customer's requirements at each step. In the final step, the Purchasing Guide will transfer these records to the "Center." At this time, when the customer wears the shoes and approaches the "virtual mirror" on the back of the instrument, what he sees is the shoes he just designed. Although it's just an analog version, the shoes in the mirror and the people outside the mirror stop in the same motion. If the customer is satisfied, they can order directly through the "center" transmission system. In three to four weeks, customers can receive sneakers that are perfectly suited to their feet and have been personally designed.

The clerk told reporters that such a pair of sports shoes is generally 65 to 75 euros (650 to 750 yuan) more expensive than the regular models of the same model. According to the reporter’s live interview in the shop, most consumers think this price is reasonable. A young American who is ordering personalized sports shoes told reporters that he chose this service mainly because he wanted a pair of comfortable running shoes that were perfectly suited to his feet. According to the information provided by the clerk, more than 100 customers have applied the new technology to customize their own shoes from the end of October to the current one-month period. Among them, about 50% of them seek comfort and pursue individuality. More and more athletes join the customer base.

According to Ms. Emmanuel Gaya, Head of the Public Relations Department of Adidas France, this technology has always existed, but it is only used to provide high-level athletes with “football shoes” and has never been commercialized. Nowadays, "individualization" has become a new trend in the fashion field, and more and more "clothing only" clothing items have become more and more popular. As a result, they took the lead in commercializing this technology and planned to place “centers” in stores in Other countries. Perhaps in the near future, Chinese sports fans will also be able to design their own sports shoes.