Adidas are cleaning up the oceans with a new sneaker design but at what cost? If the factories become automated what happens to the people currently doing those jobs? Is this the beginning of a Machine v Humans debate in the footwear industry?
Fiona Wyatt writes … What I love about being a blogger, is the luxury to explore a story and see how it unfolds. I have been slack on researching and writing so I missed the Futurecraft series of video’s from Adidas (alright adverts). My research has shown me that Adidas are pushing the footwear production line by creating four new manufacturing methods: Parley for the Oceans X Ultraboost: Futurecraft 3D: Futurecraft Leather: Futurecraft Tailored Fibre.
Back in July 2015, De Zeen magazine wrote an article on how Adidas Sports were making a prototype of a sneaker made from recycled ocean Waste.
Adidas are developing automated footwear factories but what impact will this new manufacturing method have on the footwear industry? The long-term potential benefits and disadvantages for Adidas and their employees is questionable. Could the long-term cost be a reduction in employees? The concern of machine replacing jobs for humans, is very real. It is a given that this will be the case in some factories, however if this project is a success, the intention is to bring the technology to factories in Detroit thus creating new jobs.
Here are my thoughts on what automated footwear factories will have on the industry. I feel the advanced technology will create greater opportunities in the footwear industry. In order for an industry to grow and therefore survive, research and design (R&D) must be a priority. It takes time, resources and a huge amount of money for R&D, Adidas have all of these.
With innovation comes replication through a trickle down effect. Imagine if the Futurecraft machine is replicated? What if a computer engineer creates a version in their front room which is cheaper to run? What if a college buys the technology and use it to expand the imagination and talent of their students: who proceed to create a new shoe which is biodegradable and emits health benefits which reduce the pain of arthritis? Could this not be a step into creating more jobs and challenging health related problems? If the technology becomes affordable, the entry to start-up businesses becomes easier, therefore sustaining the footwear industry.
One other thought, whose jobs are these computers replacing? Child labourers? Workers in poor working conditions that are being underpaid?
In conclusion, I would love to see Adidas make a success of using recycled waste from the oceans and I would be delighted if in turn a proportion of the profits was returned into cleaning up the oceans and raising further awareness.
I also love the idea that Eric Liedtke, head of global brand at Adidas aims to bring automated footwear factories into Detroit. I get the comments that fewer people will be employed compared to traditional style of making shoes, but as I have already stated, I can’t help but think progress will create employment and greater opportunities for small businesses. Hurry up Adidas, I can’t wait to see what your future shoes look like and how they shape the footwear industry.
Sources of Information:
GDS- G-Star presents its First In-House Developed Shoe Collection
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