Adidas plans create-your-own shoe service

Sportswear company Adidas is launching an initiative which lets consumers create their own footwear. Until now, this has been a service available only to sports stars.

Called Customization Experience, Adidas claims it is the first time consumers will be able to create unique footwear to fit their personal function needs, size and looks.

The project will initially be rolled out in May in the UK, Germany, France, Spain, Italy and the Netherlands. Launches in the US and Asian markets will follow.

Customization Experience will be a premium service, and customers will pay 30 to 50 per cent more than regular sport shoe prices. Adidas plans to introduce the scheme with the roll-out of its Predator Precision soccer shoes range, followed by the Adidas Running Range.

Customization Experience Consumers will have their foot scanned in 3-D in any Adidas store, and the customised shoes will be delivered in about two weeks.

A spokesman for Adidas Germany says: “This is science and not hype. Other companies customise footwear only for looks and cosmetic purposes, not for functional purposes.”

The company has no plans to advertise the project or launch it online. This week Adidas reported a 20 per cent drop in earnings for 2000. Its net income for the year ending December 31 fell to 182m (£115.9m) from net income of 227.7m (£145.1m) in 1999.