Adidas has shown off a concept sneaker created using 3D-printing techniques, a day after Nike's chief operating officer talked up the technology.
Adidas created an all-new unit inside the company called Futurecraft, responsible for new design and technology projects.
The unit's first experiment is Futurecraft 3D, a running shoe that features a 3D-printed sole.
Adidas appears to envisage a future where it 3D-prints custom shoes based on an athlete's individual measurements.
The company said: "We have developed proprietary 3D printing technology, delivering a "first of its kind" product in an entirely new way.
"Our 3D-printed material not only allows us to make a great running shoe, but also to use performance data to drive truly bespoke experiences, meeting the needs of any athlete."
The company hasn't said when customers might be able to get their hands on this new type of shoe, who it has partnered with on the technology.
Meanwhile Eric Spunk, Nike chief operating officer, has predicted consumers could soon 3D-print their own shoes at home.
Speaking at a conference held by Geekwire, he said: "Do I envision a future where we might still own the file from an IP perspective — you can’t just have anyone making a Nike product — and have it manufactured in your own home or we do it for you at our store? Yeah, that’s not that far away."
This article first appeared on marketingmagazine.co.uk.