Adidas is using AI and 3D printing to cope with a plunge in sales during the coronavirus pandemic
The fitness brand reported a 19% sales decline this week as more than 70% of its global stores remained closed during theOver an earnings call with company executives, Adidas zeroed in on plans for "digital acceleration" and said it would pivot to a greater focus on its digital presence now that it has limited capacity to operate out of physical stores.
Use of additive manufacturing — using 3D design-printing to add layers of material — to produce the midsoles of the Adidas 4D running shoes. The brand's ecommerce sales saw the highest growth rate on record last year, a jump of 34%. That spurt accelerated even further asThe firm aims to support this trend by connecting experts from its retail teams, mobile-fitness app Runtastic, and the IT team, all working towards building up ecommerce. Adidas is also extending partnership programs with digital pure players — companies that only run virtually — such as Zalando, Asos, Zappos, and Tmall.
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