Doing its part to move production back to the United States, adidas officially announces SPEEDFACTORY, a new Atlanta-based facility that will give the company an opportunity to produce custom high-end performance products in a timely manner.

"For years our industry has been playing by the same rules manufacturing product remotely in Asia,” said adidas Group Executive Board Member Eric Liedtke, responsible for Global Brands. “As the creator brand that challenges convention and looks to co-create the future with our consumers, we are obsessed with bringing all steps of the creation process home to America. We’re fueling design at the ground level of creativity in Brooklyn and reinventing manufacturing with the first adidas SPEEDFACTORY in Atlanta. This allows us to make product for the consumer, with the consumer, where the consumer lives in real time, unleashing unparalleled creativity and endless opportunities for customization in America.”

Per the official release, the 74,000-square-foot SPEEDFACTORY will be fully functional during the back-half of 2017. Initially focused on the running category, adidas is targeting 50,000 pairs of sneakers produced next year, with a mid-term goal of half a million pairs in running and other categories. Overall, SPEEDFACTORY is expected to create about 160 domestic jobs.

Read more about adidas' new Atlanta factory here.