Reebok has been manufacturing shoes since 1958. The company has always focused on
innovation, and it’s now changing the way that it designs and manufactures shoes. The new
manufacturing process could mean Reeboks that boast better performance and lower costs.
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Situation: Reebok’s Liquid Factory Process
For the past 30 years, the footwear manufacturing process has largely remained the same, with
rubber and expensive molds forming outsoles. The Reebok Future team partnered with chemical
giant BASF to create a new manufacturing process that speeds up the production of footwear.
Known as Liquid Factory, the process involves software that draws footwear in three dimensions
and then uses robotics to complete assembly. Reebok uses a specially designed liquid material to
create the shoes without a mold. This process is leading the way for a whole new generation of
footwear.
Reebok is pioneering this change to lower production costs. Bill Mclnnis, Head of Future at
Reebok, said, “With this new process, we were able to program robots to create the entire shoe
outside, by drawing in layers with a high-energy liquid material to create the first ever energy-
return outsole, which performs dramatically better thana typical rubber outsole. The all new
Liquid Factory process is also used to create a unique fit system that stretches and moulds around
the foot, providing a three-dimensional fit.”
Approach: Focus on Speed and Proximity to Customer
Reebok recently started selling a pair of shoes made with the Liquid Factory process. The first
shoe, known as Liquid Speed, is designed for runners. It features an energy-return design that
provides sensory feedback for the entire foot. The limited run of 300 costs $189.50 per pair. In
the future, however, shoes made with this process will cost less.
One of the best things about Liquid Factory is its improved speed. Using this process, the
company can create customized shoes to match customers’ specific needs without the high costs.
In collaboration with AF Group Inc., Reebok plans to build a new manufacturing lab to house its
Liquid Factory in the United States. Fortune reports that the manufacturing lab will open in
Lincoln, Rhode Island, in early 2017. Many shoe brands are opting to move their manufacturing
processes to the U.S., and this move should also help Reebok build brand awareness and increase
approval. As McInnis said, “Getting faster and closer to the consumer is 100 percent what we are
after … If you can take out shipping and molds that take time to formulate, it moves you closer
to the consumer.”
Impact and Advantage
Reebok has focused on innovation since the company’s inception. Following this lead, the
Reebok Future team relies on engineers and designers to enhance product performance in all
areas. All major shoe brands have design teams, but Reebok is leading the way in terms of
cutting-edge developments.
Other footwear brands have also experimented with 3-D printing, but those shoe launches have
had limited production runs and high product costs. Reebok’s Liquid Factory is a game changer
because of its speed and low cost. You can expect to see other shoe brands experiment with this
process in the future.[/show_to]
