Reebok is now experimenting with embellishing its sneakers with '3D Drawings' created by additive manufacturing. This initiative will take place in a dedicated 'Liquid Factory' that's been set up specifically for this purpose, and as such, the resulting designs are being called the Reebok Liquid Speed sneakers.
For this project, Reebok is working with the AF Group Inc. to explore the potential for adopting 3D printing in its manufacturing process, especially as an alternative to the current footwear mold process that is undertaken in China.
Additive manufacturing gives footwear manufacturers the ability to create entirely custom shoe designs that are comfortable, stylish, durable and sustainable, but many have struggled with integrating 3D printed systems into their manufacturing processes.
Reebok’s Head of Future Bill McInnis says that this new approach to manufacturing will encourage future innovation and asks: "If you were to start a shoe company tomorrow, how would you do it?"