Why adidas Discontinued the miAdidas Customization Program

Statement from the brand:

As some may have heard, adidas has made the decision to discontinue its online customization platform, MiAdidas. Beginning in 2000, the service allowed customers to create their own personalized colorways of popular silhouettes like the Superstar, Stan Smith, and Ultra BOOST. Following the rather abrupt discontinuation, adidas has told Sole Collector the reason behind the shutdown and hinted that a “new experience” is in the works.

“We’ve made the strategic decision to close our custom footwear business, miadidas. We believe that the future of customization lies in co-creation, and we’re working diligently to offer a new experience for the consumer who wants to join in the creation of our products at a deeper level. Thank you for being a fan of miadidas, and we can promise an even better digital experience in the future.”

For those who haven’t received their MiAdidas orders yet, don’t worry. Any order placed on or before Jan. 13 will still be honored by the company.

This article first appeared on Sole Collector.