Joe Foster and Ben Weiss launch Syntilay to revolutionise shoe manufacturing

In a significant advancement for the footwear industry, 89-year-old Joe Foster, co-founder of Reebok, is collaborating with 25-year-old entrepreneur Ben Weiss to launch Syntilay, a new brand that is set to redefine shoe manufacturing through the application of 3D printing technology and artificial intelligence. This innovative venture was announced on Thursday, targeting the U.S. footwear market, which is projected to reach a staggering $104 billion by 2028, having generated approximately $78 billion in revenue in 2021, according to industry insights from RunRepeat.

Syntilay’s first product line consists of fully 3D-printed slides, marking the arrival of the first commercially available shoes designed by AI. Foster, who guided Reebok’s growth until his exit in the early 1990s, is advising Weiss as the brand embarks on its footwear journey. “Ben [Weiss] came to us with an idea. I think what inspired us was Ben’s enthusiasm. This partnership has been in the works for 18 months,” Foster commented.

The slides, available in a range of five colours—blue, black, red, beige, and orange—are custom-made to fit individual buyers. The unique fitting process employs a scanning technology that requires users to take measurements using their smartphone cameras. Weiss explained, “Our partner, Zellerfeld, powers this method. They have a great way of getting the best-fit shoe for you that takes your measurements from your phone camera and 3D prints it specifically.”

At the heart of Syntilay’s innovation is the design process. Weiss noted the shoes’ distinctive shape and intricate patterns, stating, “We’ve generated the shape of it with AI. That was an inspiration for what we’ve built. The patterns on the shoe are also all designed by AI; we generated the patterns. This is the most AI-designed shoe that we’ve ever seen being produced so far.” While AI played a pivotal role in the design, human insights were equally involved in refining the final product.

The benefits of 3D printing in shoe manufacturing extend to faster development timelines, allowing for quick production cycles. Foster emphasised the capacity for rapid iteration, saying, “You can produce a product within days, and if it’s wrong, you can get a new sample.” However, he also pointed out challenges, particularly the inability to mass-produce via 3D printing, which necessitates a focus on producing items strategically.

Reflecting on his extensive experience at Reebok, Foster shared key lessons that will inform the Syntilay business model. He stressed the importance of adaptability in business ventures, asserting that “you’ve got to be ready to change, willing to change.” This philosophy aligns with Syntilay’s ambitions to create a space for brands and content creators to leverage AI and 3D printing, producing unique footwear designs.

Weiss indicated the brand’s aspirations extend beyond the initial slide offering. “This is a fairly limited run overall. We ultimately want to give a lot of brands and content creators a shot at the footwear space,” he stated, highlighting a vision of facilitating collaborations with influencers to expand the Syntilay portfolio.

As Syntilay prepares to enter a competitive footwear market, Foster remains optimistic about establishing the brand’s credibility. Drawing parallels to his journey with Reebok, he noted, “It took me 10 years to get Reebok into America. But when we got 5-star ratings from Runner’s World, there was a change. Somewhere along this process, Syntilay is going to get credibility. The thing now is just getting these shoes out and getting people’s imaginations to go, ‘Wow, this is brilliant.’”

Through this venture, Syntilay is poised to contribute to emerging trends in AI automation and 3D printing, showcasing how technology can transform traditional business practices within the footwear industry.

Source: Noah Wire Services