The mi adidas Mass Customization Initiative

It was October 2001. Reinschmidt sat down in his office and reflected on his experience to date. He had been sponsoring mi adidas to create a customization experience. The journey had started many years earlier, with the company providing tailormade shoes for top athletes. Now, customized shoes had been made available on a much broader scale. Competitors also tested the market, and a trend toward MC was visible in other industries from PCs to made-to-measure jeans. The time had come to make specific recommendations on the best course of action for mi adidas.