Mass Customization at Adidas: Three Strategic Capabilities to Implement Mass Customization

Abstract

The idea of mass customization is to turn customers’ heterogeneous needs into an opportunity to create value, challenging the “one size fits all” assumption of traditional mass production. In this paper, we explore the characteristics of successful mass customization implementation at the example of the footwear industry, using the method of a single case study of mi adidas, the mass customization initiative of one of the largest global sport brands. We will start with a brief overview of the mass customization concept and introduce a framework of three strategic capabilities that make mass customization work. We will then discuss the situation of the athletic footwear industry and different approaches to mass customization in this industry. The main part of this chapter will focus on the development of mi adidas, the central customization offering of Adidas. The paper ends with a reflection of the development of mass customization at Adidas.