Adidas pursues rival Nike with in-store personalisation and manufacturing

Adidas is allowing shoppers to have products designed, specially fitted and manufactured in-store all within a matter of hours as part of a major personalisation drive intended to respond to changing fashion trends and help close the gap on Nike.
The German sports brand is working on several initiatives to cut the time it takes to get new designs into stores and subsequently strengthen its profit margins.
It has begun testing a new in-store strategy which encompasses the entire product