Designed in Atlanta, for Atlanta to celebrate the 2018 Major League Soccer All-Star Game presented by Target, which will take place August 1, check out the adidas SPEEDFACTORY AM4MLS.
The adidas SPEEDFACTORY AM4MLS was designed by local creators Darlington Nagbe (Atlanta United midfielder), Rich the Kid ( Atlanta-raised rapper), and Travis Love (local graphic artist). The result of the July 11 design session is a shoe authentic to the heart, community and speed of Atlanta?s culture that began production on July 23 and will be first sold just five days later, on July 28.
The AM4MLS comes dressed in a Red and Black colorway, two colors that weave their way through the city in all aspects. The base design of AM4MLS is pulled from Travis Love?s art installations showcased throughout the city. The intertwining pattern is representative of the unity and interaction amongst Atlanta?s diverse community. The laces incorporate gold flecks and a heart is featured on each heel patch. The shoe was assembled in the city using adidas? state of the art robotic manufacturing facility SPEEDFACTORY USA.
The creators incorporated the heart into the design because it sets the pulse of their community and the trends that surpass the city?s boundaries. As a place of trendsetters, the three creators recalled how pulse influences their own field of work whether it is through the heart of hip-hop, as the city?s pulse sets the rhythm of the genre?s sound or as the pulse of the city?s surroundings and its people, as fans cheer and rhythmically jump up and down fueling the energy of Atlanta?s home games.
The AM4MLS shoe will be the first of its kind to bring the sound of the city to life through an embedded NFC chip enabling the owner to access a Spotify playlist curated by Rich The Kid. Deeply rooted in Atlanta?s culture, the 21 songs aim to pay tribute to the city?s rich music history and its influence in artists across the country.
Through localized and digital production, the AM4MLS also connects directly to the MLS All-Star host city and is brought to life at the Atlanta-based SPEEDFACTORY USA. SPEEDFACTORY creates the opportunity to be hyper-reactive by going from design to consumer, mass-producing shoes 38 times faster than industry standard production. Using SPEEDFACTORY?s unique process of fit programming, tension patches are digitally mapped onto the upper to deliver a precise, dynamic fit that is tuned for performance. The AM4MLS also features adidas? iconic Torsion system for effortless heel to toe movement and BOOST cushioning for the most responsive energy return.
Timeline of events:
June 25: Darlington Nagbe is selected to the 2018 MLS All-Star Fan XI
July 11: Darlington Nagbe, Rich The Kid, and Travis Love hold design session in Atlanta
July 23: Production begins
July 28: Exclusive one-day sale at WISH Atlanta Boutique
July 29: AM4MLS available for pre-order at adidas.com
Aug. 1: MLS All-Stars vs. Juventus at 4:30 p.m. PT from Atlanta United?s Mercedes-Benz Stadium
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