Ultimately, this technology can scan consumers feet in stores, gather data about their gait, and deliver personalized shoes in a printing process that is “100 times faster” than the roughly 24 hours required of traditional 3-D shoe printing utilized by competitors like Under Armour. The 3-D printer receives input from cloud based software that can be easily customized. Unlike traditional 3-D manufacturing which overlays two dimensional layers of material on top of each other to create a three dimensional product, DLS uses light and oxygen to make plastic objects like sneaker mid-soles from a pool of resin without waste or a need for injection molding. Carbon uses a form of 3-D printing, or additive manufacturing, that it calls “Digital Light Synthesis (DLS)” – a method of continuous liquid interface production. In order to do so, Adidas is in investing heavily in 3-D printing through a partnership with Silicon Valley based startup Carbon. With a look towards the future, Adidas is investing in 3-D additive manufacturing to produce the footwear that may just unseat the market heavyweight that is Nike. It’s focus on scale, online presence, and success in recognizing trends are just a few reasons behind its’ surging performance. Nevertheless, Adidas has recently taken market share from Nike, doubling its 2016 share of 6% to 12% in 2017. With roughly 35% of a $64 billion market that is expected to grow at a Compound Annual Growth Rate of slightly over 5% from 2018 to 2025 – Nike sits in a dominate position. For the past two decades Nike has absolutely dominated the global athletic footwear market.
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