Maybe pricing and lead time will be the only challenging factor this minute, but that will be solved in along the process like any other invention in any other industry. For adidas as a footwear brand, to the end consumer, it’s truly win-win. Looking into the details mentioned above there are additional ways to customize it to the needs of every individual based on features, such as foot size, cushioning, and foot shape. Again, instead of molding sizes in Asia, you can produce by demand in the location where your consumers are. There is no doubt this technology will change the entire supply of footwear. I wrote that sentence a couple months and wasn’t expecting to use it again. Which means you can get softer cushioning or more responsive cushioning. Depending on the dimensions and spacing, you could potentially control the amount of stiffness. If you take a closer look at the midsole, the stiffness is not only based on the materials but also the way the grid structure is laid out. Perhaps there’s a solution in the future to put different printed pieces together. There may be potential difficulties in the future with two or more colors in the midsole (i.e., two-toned forefoot and midfoot colors). There’s a more integrated color injection which results in a more vivid product. The midsole coloration is different from most EVA cushioned running shoes. Based on my experiences this special material would take any CYMK color before it is processed. They’re more flexible, and the colors are already better overall. The 3D was already an impressive shoe, and it definitely stood up next to various BOOST offerings. Some of these details were present in the 3D, but the 4D has perfected everything. The grid structure is also meant to align with the biomechanics of the foot which means a tighter structure in the forefoot with greater width expansion, but also thicker structure in the heel as is the case with most traditional running shoes. The 3D’s midsole was a bit flat while the 4D features more volume and dimensions in the midsole which provides a progressive and futuristic look.Įvery piece of the midsole structure is perfectly shaped, and you won’t see any bubbles or unfinished edges. When it comes to the midsole, you see a lot of updates from the 3D to the 4D. I’m not 100% certain on this weave relative to some of adidas’ football (soccer) offerings with the laceless upper, but it’s for sure a tighter weave. There are different methods of tightening the fit either through a smaller upper last than the tooling/outsole or through the yarn itself. The Ultraboost upper has always been well-received by consumers, and the cageless 4D version features a different weave and tensile strength in the yarn.Ī complaint of older un-caged UltraBOOST models was the lack of upper support, but the 4D effectively hugs your foot. The level of refinement is much greater than a simple iterative update. If you hold the 4D next to a 3D, the newer 4D feels not just like an update but an exponential one. But you can’t talk about the present or future without recognizing the past. I could definitely see a market for a USD 700+ 3D F uturecraft.Īll that talk about the Futucraft 3D is to set the stage for the Futurecraft 4D. But having said that, consumers are much less price sensitive these days, and people are more than willing to drop a few bills for a unique experience or have some fire on their feet for Instagram. Pricing was perhaps the sticking point, and it could have been more aggressive. The fit and durability were my biggest concerns but were unfounded. There really wasn’t a lot to nitpick about, and the comfort levels rivaled that of BOOST. The Futurecraft 3D was an easy shoe to wear every day and it was a consistent part of my rotation. We’re now moving far beyond the days of simply rehashing old classics and really entering a new era. In just a few short months, the wheels of innovation have continued to turn with hand-over-fist changes that have gone far beyond simple branding, material, or color updates. I did a piece a few months ago on the Futurecraft 3D by adidas.
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