adidas Primeknit “The Process” Video

“Knitting. It’s for grannies, isn’t it? . . . But what if robots could knit?”

adidas scored a huge legal victory in October when a German court overturned a previous ruling that prevented Three Stripes from offering their answer to Nike’s immensely successful Flyknit line. In this new promo video extolling the merits of the lightweight, breathable one-piece adidas adiZero Primeknit, you might get the sense that the cheeky futuristic narrative has a needling undertone aimed at Beaverton. Nike leads the industry in marketing through engaging ads and viral clips, though perhaps the full video you’ll see below suggests a shift when it comes to audiovisual customer engagement. That remains to be seen (just like whether we’ll need the Primeknit to outrun the robot apocalypse), but you can indeed get a sense of the process and its benefits after the jump.