As part of the partnership between Adidas and Zalando, customers can create their own sneakers through Zalando.de. This has been an option for several years on the Adidas brand's online store with Miadidas, which enables consumers to pick their own colors, materials and soles. That same option has become available temporarily on Zalando for the Adilette, Stan Smith, Superstar, Swift Run and Energy Cloud. The design is customized with an interactive 3D program, and the finished shoe is delivered to customers within six weeks. The latest implementation of the partnership between Adidas and Zalando fits with the brand's efforts to take advantage of digitalization and other technologies in order to provide more customized products. Kasper Rorsted, the group's chief executive, told the Handelsblatt that the company is making about 5,000 pairs of shoes with customized soles through 3D printing this year, and that the number should increase to more than 100,000 pairs in the next year. In four to five years' time, such techniques could enable consumers to have their customized shoes produced directly in the stores, Rorsted added.

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