adidas Futurecraft Reimagines Leather
Second chapter of Futurecraft series launches with exclusive Leather Originals Superstar
adidas today unveiled Futurecraft Leather, a revolutionary combination of a high-tech manufacturing process and traditional material to create a completely seamless upper that enables flex, support and comfort in one single piece of material. adidas honors the innovation with an exclusive leather edition of the iconic Originals Superstar.
Using a milling technique traditionally applied to metal, polymer and resin components in industrial manufacturing, Futurecraft Leather transforms a material synonymous with the heritage of the brand into a resource for advanced performance footwear.
Futurecraft Leather provides the potential for adidas to tailor leather more precisely than ever before to individual needs by creating a fit to the exact geometry of the foot. Milled to varying thicknesses, the seamless leather upper provides flexibility and stability exactly where it is needed.
The digital milling process gently strips away at a single piece of leather, creating precision-engineered fit with the added benefit of drastically reducing adhesive use.
This unique process offers the opportunity for athletes to have bespoke leather footwear, which can be milled exclusively for them in real time, from the leather of their choice.
Futurecraft Leather is the result of a collaboration between adidas, industrial designer Alexander Taylor and shoe designer Joachim de Callatay.
"Futurecraft Leather is all about creating something new and unique, out of something familiar. The obsession to create, and a deep emotional relationship with leather, is what unites adidas, Alexander and Joachim. The digitally automated milling process allows us to stretch the limits of our craft, bringing new form and function to an iconic material. I can't think of a better way to celebrate the 45th birthday of the Superstar," commented Paul Gaudio, Creative Director, adidas.
Paying homage to the Superstar's years since its inception, 45 pairs of the special edition Futurecraft Leather Superstars will be available at Dover Street Market in New York, London and Tokyo as of November 7, 2015.
Futurecraft Leather is the second chapter in the Futurecraft series, which demonstrates adidas' commitment to innovating throughout all areas of production. The initiative will announce more ground-breaking design innovations in the coming six months and further support adidas' ambition to be the number one sports brand.
Melanie CammalleriCategory Brand PlannerCanadaMelanie.email@example.com