Transforming mass customisation from a marketing instrument to a sustainable business model at Adidas

Abstract

miadidas (my individual Adidas) is the mass customisation offering of Adidas AG, a leading international sporting goods corporation. Introduced in 2000, the programme allows customers to co-design a custom athletic shoe according to fit (size and width), performance criteria (insole, cushioning, outsole characteristics), and style (colour combinations, custom embroidery), thus providing a service that had previously only been available to top athletes. The case describes the evolution of mass customisation at Adidas and analyses how the company can efficiently integrate the miadidas process into its existing inline (standard) production and distribution processes.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 24 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.