Germany-based Sportswear giant Adidas has announced plans to open a factory with a difference next year – using the latest in robot technology as it aims to speed up the production processes of its iconic running shoes.

The company’s new "Speedfactory", due to open in Atlanta, US, during late 2017, is designed to produce up to half a million pairs of shoes.

Glenn Bennett, Adidas Group executive board member, described the new factory as “industry-defining” as the use of robots will allow unprecedented customisation of high-performance products for “discerning customers” – without the delays associated with custom-made products.

“Speed is far more than a business strategy for us,” Bennett said. “With Speedfactory, we’re combining some of the world’s best technology and manufacturing processes to give our consumers access to constant newness.”