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Last winter, the sportswear giant Adidas opened a pop-up store inside a Berlin shopping mall. The boutique was part of a corporate experiment called Storefactory—a name as flatly self-­explanatory as ...

A pair of adidas Made for London trainers sit on a powder-blue tray table the size of an A3 sheet. The shoes don't look like much - but then they wouldn't, because they haven't been made yet. The ...