New shoe range allows customers to suit their own tastes

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NOW everyone can collaborate with adidas to create the perfect shoe, thanks to mi adidas, which allows users to make shoes based on their personal fit, performance and design specifications.

Customers have the choice of designing their own shoes based on categories such as football, running, tennis, basketball and Originals. The service is currently available exclusively at the adidas sports performance concept store at Pavilion Kuala Lumpur.

From a design perspective consumers are able to embroider or engrave a phrase, number, flags or logos on the shoe upper and change the colours of the different parts.

On the performance side, consumers can choose an outsole or studs, upper materials, midsole density, different sizes left and right as well as different widths.

Deborah’s, Jehan’s and Amber’s mi adidas cutomised shoes.

The range of colours and materials result in millions of possible mi adidas combinations offering consumers unique ways to interact with and use adidas products.

“mi adidas is a demonstration of our organisation’s core brand values of enabling and inspiring consumers to achieve their Impossible,” adidas Southeast Asia senior brand manager Marcus Chew said.

Local celebrities Amber Chia, Jehan Miskin, Henry Golding and Deborah Henry recently created their own mi adidas shoes — each based on their different lifestyle needs.

Fitness buffs Deborah and Henry decided on running shoes, each personalising a pair of Adizero Ace. Amber needed a pair of shoes to keep up with her shopping excursions, so she chose to customise the Supernova Sequence while gym enthusiast Jehan opted to personalise the Microbounce.

Consumers using the mi adidas service undergo a foot analysis where exact dimensions are measured and the foot strike is analysed via an RS scan.

Then the consumers individual preferences are evaluated from the type of sport they want to play to the surface they play on.

The initial store visit lasts between 20 to 30 minutes during which time mi adidas experts are on hand to assist consumers through the design configurator.

Once the footwear model has been chosen, measurements are taken and uppers designed, the customer can return to the adidas store approximately four weeks later to collect their customised shoes.

Launched in 2000, mi adidas started with football boots and running, followed later with tennis and basketball, and most recently, Originals.