12 Apr, 2017

Forget 3D! Retail Giant Adidas Announces 4D Shoe.


Over the weekend, Adidas announced the launch of its new 4D FutureScape shoe.

Using Digital Light Synthesis technology, the retail brand has taken a firm step into the future.

“With Digital Light Synthesis, we venture beyond limitations of the past, unlocking a new era in design and manufacturing. One driven by athlete data and agile manufacturing processes. By charting a new course for our industry, we can unleash our creativity – transforming not just what we make, but how we make it.” – ERIC LIEDTKE, ADIDAS EXECUTIVE BOARD MEMBER RESPONSIBLE FOR GLOBAL BRANDS

5,000 pairs of the Futurecraft 4D shoe will be available by the end of this year at retail. By the end of 2018, Adidas plans to ramp up its effort to produce 100,000 pairs.

What is Digital Light Synthesis?

Carbon, a company out of Silicon Valley, has pioneered Digital Light Synthesis, which is a breakthrough process that uses digital light projection along with oxygen-permeable optics and programmable liquid resins to print high-performance, durable polymeric products.

Adidas’ Futurecraft 4D is world’s first application of this technology. and represents the brand’s step into athlete-data driven design and manufacturing. With an ambition to create the ultimate running shoe for all, and the partnership with Carbon is indicative of this aim. Unlike any traditional manufacturing technology, Digital Light Synthesis allows

Unlike traditional manufacturing technology, Digital Light Synthesis has enabled Adidas to pinpoint the needs of each athlete, creating cushioning and stability with one single component. Carbon’s unique programmable resin is unparalleled in terms of durability and elastomeric responsiveness.

Digital Light Synthesis has revolutionized product creation through hardware, software, and molecular science. This new manufacturing take has allowed for intricate designs to become a reality, whilst overcoming the shortcoming of conventional manufacturing methods, such as: low production speed and scale, poor surface quality, and colour and material restrictions. Dr. Joseph DeSimone, Carbon Co-Founder and CEO, said:

“Despite the influence of technology to improve almost every other aspect of our lives, for eons the manufacturing process has followed the same four steps that make up the product development cycle – design, prototype, tool, produce. Carbon has changed that; we’ve broken the cycle and are making it possible to go directly from design to production. We’re enabling engineers and designers to create previously impossible designs, and businesses to evolve their offerings, and Futurecraft 4D is evidence of that.”

Check out the product video on YouTube here:

For the latest in retail technology, join us at the Digital Retail Transformation Assembly, keynoted by Sarah Robb O’Hagan, CEO, Flywheel Sports. 


The Millennium Alliance is excited to announce that application for our biannual Digital Retail Transformation Assembly is now open. C-Level experts from across the retail industry are coming together April 25-26, 2017 at the Hutton Hotel in Nashville, TN to anticipate the highly complex digital marketing environment that will develop over the next few years.

Leading the conversations this year is our Keynote Speaker Sarah Robb O’Hagan CEO, Flywheel Sports. Named one of Forbes “Most Powerful Women in Sports” and one of Fast Company’s “Most Creative People in Business.” As Chief Executive Officer of the fast growing indoor cycling company Flywheel Sports, she is currently leading the transformation of the business through digital content and services.

The Digital Retail Transformation Assembly will bring together North America’s most prominent digital, marketing, technology, and business leaders from the Retail Industry and. The digital landscape is changing, making the roles of the Chief Digital Officer and Chief Marketing Officer more important than ever before. The digital revolution has forever changed the balance of power between individual consumers and brands. CDOs and CMOs are working to take advantage of the explosion of information driving the digital enterprise. Digital leaders know that digital marketing tools, like social media, are key for engaging with customers. Measuring these digital conversations and rapidly adapting to results will help their organizations stay ahead of the competition.

Through a cutting-edge program designed by the industry, for the industry, we will provide a fresh and up-to-date insight to help move your organization to the next level of digital leadership. A series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions will offer industry-specific topics and trends to ensure your company sustains its competitive advantage.

This is not just another “Digital Retail” event. Spaces are reserved for the best in the business. Enquire about attendance here!

Our agendas and attendee lists are for Millennium Members only. Apply today for access!

Ascena Retail Group Chief Marketing Officer, EVP of Digital Channels – Maurices
Bed Bath & Beyond Chief Marketing Officer
Best Buy Chief Marketing Officer
BJ’s Wholesale Club SVP, Marketing
Coach Global Chief Marketing Officer
Crayola Chief Marketing Officer
Frito-Lay, Inc. Chief Marketing Officer
Sally Beauty Chief Marketing Officer
Sam’s Club Chief Member Officer
Sears Holdings Corporation President Gifts and Occasions
Starwood Hotels & Resorts Worldwide, Inc. Global SVP, Digital
Victoria’s Secret EVP, Digital

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