# Stretchy Knit Sneakers adidas and OVERKILL Dropped an Exclusive SPEEDFACTORY AM4 Sneaker By Amy Duong | Published 2018-10-01 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/speedfactory-am4 References: [hypebeast](https://hypebeast.com/2018/9/overkill-adidas-speedfactory-am4-customer-workshop) & [overkillshop](https://www.overkillshop.com/en/adidas-am4-overkill-ee7836.html) OVERKILL and adidas announced on [Instagram](https://www.trendhunter.com/trends/joe-freshgoods-11) that they will be offering up an exclusive opportunity for a lucky group of 300 consumers, giving them the chance to cop their own SPEEDFACTORY AM4 sneakers. The sneakers will be exclusively created for them and they will all boast the same [fully knit textile uppers](https://www.trendhunter.com/trends/flyknit-venture). This sits on top of the label's signature Torsion-enhanced BOOST technology on its midsole, blended with a stretchweb outsole. The lucky 300 consumers will be given the liberty to participate in a creative and manufacturing process in creating their own pair. They will also be filmed in a documentary style to create a lasting consumer experience as they intricately personalize their own sneakers. This opens doors for guests to see what happens far beyond the storefront and understand the industry from their own perspectives. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 56% | Activity: 21% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Customized Sneakers:** The exclusive opportunity given by OVERKILL and adidas to the lucky few, allowing them to personalize their own fully knit sneakers, presents a chance for businesses to explore personalized manufacturing processes in the footwear industry. - **Stretch Knit Textiles:** The use of stretch knit textiles in the SPEEDFACTORY AM4 Sneaker presents an innovative opportunity for businesses to explore the integration of comfortable and durable materials in the footwear industry. - **Documentary Style Marketing:** Filming the creative process of personalized sneakers in a documentary style can help businesses in the footwear industry create a lasting consumer experience and increase brand loyalty. ### Where This Applies - **Footwear Industry:** The use of stretch knit textiles in the SPEEDFACTORY AM4 Sneaker presents an innovative opportunity for businesses to explore the integration of comfortable and durable materials in the footwear industry. - **Manufacturing Industry:** The exclusive opportunity given by OVERKILL and adidas to the lucky few, allowing them to personalize their own fully knit sneakers, presents a chance for businesses to explore personalized manufacturing processes in the footwear industry. - **Marketing Industry:** Filming the creative process of personalized sneakers in a documentary style can help businesses in the footwear industry create a lasting consumer experience and increase brand loyalty. ## Related on Trend Hunter - [Dynamic Thigh-High Tech Sneakers](https://www.trendhunter.com/trends/voo-store-1.md) - [Digital-World-Based Shoe Collections](https://www.trendhunter.com/trends/stepn-go-x-adidas-ultraboost.md) - [Sustainable 3D-Printed Footwear](https://www.trendhunter.com/trends/4dfwd-1.md) - [Futuristic Slip-On Shoes](https://www.trendhunter.com/trends/adidas-unveils-climacool.md) - [Nature-Inspired Shoe Collabs](https://www.trendhunter.com/trends/ultraboost-5-x-hermanos-koumori.md) - [Redesigned Flagship Running Shoes](https://www.trendhunter.com/trends/adidas-ultraboost-5x.md) - [3D-Printed Sports Sneakers](https://www.trendhunter.com/trends/nike-air-max-1000.md) - [Custom 3D-Printed Sneakers](https://www.trendhunter.com/trends/sean-wotherspoon-x-zellerfeld.md) - [Sponge-Like Shoes](https://www.trendhunter.com/trends/adidas-zponge.md)