Case Study

"Mi Adidas" mass customization initiative

23 pages
June 2002
Reference: IMD-6-0249

Many companies are exploring mass customization as a way to demonstrate market leadership and capture price premiums. This case examines adidas’ recent “mi adidas” initiative, aimed at delivering customized athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with a retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001 and challenges participants to decide “mi adidas'” future direction! An accompanying video interview provides for added insights and an update on the route chosen by adidas.

Keywords
Mass Customization, Clothing, Distribution, Production, Project Management, Supply Chain, Production Management, Operations Management
Settings
Europe, Germany
Adidas, Consumer Goods, Footwear
October 2001
Type
Field Research
Copyright
© 2002
Available Languages
English
Related material
Teaching note, Video
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