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.

Mass Customization, Clothing, Distribution, Production, Project Management, Supply Chain, Production Management, Operations Management
Europe, Germany
Adidas, Consumer Goods, Footwear
October 2001
Field Research
© 2002
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

2006 ECCH AWARD WINNER (Production & Operations Management)
2004 POMS AWARD WINNER (Production & Operations Management)
Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics