Product creation

Virtual product creation

It was back in 2004 that a team of experts at the adidas Group came up with a new and innovative way of showcasing products using virtual technology. The first trials were conducted in 2005. Customers in our key markets could not believe how realistic the images were and how easy they were to use. The images are so realistic and easy to change in real time that what started as a small research project is now a company-wide initiative that involves people from sales, brand and product marketing, project management, sourcing and global IT.

This virtualisation process has revolutionised the way we do sampling and selling-in of new products. In the traditional 18-month new product development process, there were several product review points, and new prototype samples were needed repeatedly. This was slow, expensive and wasteful.

Now we have started to replace physical prototypes and sales samples with virtual 3D files. And being digital, it means we can reuse the files in different applications including the selling-in phase, in catalogues and in our retail stores. The new product development timeline has so far been reduced to 12 months.

Ultimately, we want to move towards a seamless process from design to sell-in that starts with the creation of a 3D model by design and concludes in a virtual sell-in process that features not only the product but also an experience for our retailers and consumers.

Benefits of virtualisation

  • Speed - Virtualisation cuts product creation timelines - by a third so far. It allows for product changes 'on the fly' without adding costs or delays.
  • Efficiency - In times when we all need to think about innovative ways to manage our business, virtualisation helps us to reduce costs, increase efficiency and significantly reduce rework.
  • Innovation - As a company we are challenged by tough market conditions and more demanding customers. Visualisation streamlines our processes, brings us closer to the consumer and provides adidas with a unique, groundbreaking first for the sporting goods industry.
  • Savings - The savings potential both in terms of time and money is substantial. Not only are we able to significantly reduce physical pre-sell and sales samples, we will also save on transportation costs, duty and distribution costs. By reducing the amount of samples that have to be flown around the globe, we are also reducing our carbon emissions.