Sports Biz

Adidas, Welcome to Georgia!

Esquire.com

Gov. Nathan Deal and economic development partners today celebrated the news that adidas will open a new footwear production site in Cherokee County, creating approximately 160 new jobs.

“Georgia offers industry leaders such as adidas the necessary resources to compete worldwide,” said Deal. “Our state is emerging as a sports corridor for Southeastern U.S., and our business-friendly climate will be a match for adidas’ new operation. We look forward to working with our partners in Cherokee County and the Metro Atlanta Chamber to support adidas in future growth.”

The industry-defining, state-of-the-art facility, called adidas SPEEDFACTORY, will allow adidas to create product more quickly and closer to U.S. consumers.

“For years our industry has been playing by the same rules manufacturing product remotely in Asia,” said adidas Group Executive Board Member Eric Liedtke, responsible for Global Brands. “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. We’re fueling design at the ground level of creativity in Brooklyn and reinventing manufacturing with the first adidas SPEEDFACTORY in Atlanta. This allows us to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customization in America.”

The first-of-its-kind business model advances adidas’ consumer-centric approach to product creation, allowing the brand to decentralize production and react faster to consumer needs. Equipped with cutting-edge manufacturing technologies, the U.S. factory enables adidas to create products in increasingly high volumes with advanced complexity in color, materials and sizes.

adidas is opening the door for unprecedented customization of high-performance products with unique fit, comfort and look. The U.S. facility allows adidas to source and produce locally, limiting long shipping distances and driving the brand’s commitment to sustainability.

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