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For any athlete, finding your element takes self-study, practice and commitment. This holds true no matter the sport– dancing, skateboarding, cycling, basketball, tennis, soccer, life. And just like in sport, it helps to have teammates to lean on and to learn from along the way. futurecraft

Genie

This insight served as the inspiration behind ‘Taking 5’ – an all-new video series that curates intimate portraits of athletes who have found their flow state by being true to themselves.

The series will feature the likes of world champion skater Nora Vasconcellos and WNBA star Liz Cambage, providing a platform for these women to share their stories and personal insights for the broader community’s benefit, encouraging more women to trust in themselves and to see that there is no one way to go about progressing in your game. real day rose impact
When we started out with Futurecraft it was to set us on a journey. To do things that haven’t been done before.

Creators Club Week is the biggest ever celebration of our global member community and an opportunity to bring people together through our curated program of digital experiences. Holding our first ever members week and asking our partners that we’ve worked so closely with to headline this moment, is the most fitting way to introduce our latest innovations, freshest designs and sustainable products to the world.

Scott Zalaznik, adidas SVP of Digital

Futurecraft thrives at the intersection of art, design, science, and humanity to create something better than just future tech. It’s a human approach, connected to people, their culture and beliefs. Solving problems by hacking, prototyping, breaking, questioning. Wide open to new influences, perspectives, collaborations. Combining ideas and innovations to create real impact for the athlete in their game, life, and world.

Everything Futurecraft we put out is to show where we are headed, the possibilities, the opportunity. To show people what we can do together to shape the future. This is our journey from where we are to what could be.

In a year that has changed how we experience moments; we will be bringing our collective together through a seven-day digital festival kicking-off on October 14th.

“Creators Club Week is the biggest ever celebration of our global member community and an opportunity to bring people together through our curated program of digital experiences. Holding our first ever members week and asking our partners that we’ve worked so closely with to headline this moment, is the most fitting way to introduce our latest innovations, freshest designs and sustainable products to the world.” Scott Zalaznik, adidas SVP of Digital.

Throughout the week a series of over 30 surprise raffles will take place where members can win unique creations, such as a piece of art from designer Paolina Russo through to signed adidas Predator boots from World Cup winner Paul Pogba.

To kick things off, Karlie Kloss alongside James Carnes from adidas will launch the next chapter of the revolutionary UltraBOOST DNA LOOP – running shoes created from a single material - ‘Made to be Remade’. Members will have a chance to earn the shoes and then help shape the future of the ‘Made to be Remade’ initiative

The inside story of STRUNG as told by the team behind it.

By Fionn Corcoran-Tadd, Benjamin Kleiman, Ian Hennebery & Clemens Dyckmans

As is the case with many innovation journeys, it started in a basement with a small but dedicated group of the adidas Future team. The original inspiration came from architecture and some interesting experiments where we saw robotics used in a creative way to build fibre structures. But it was clear from the start that there was no script. With other technologies, there are other people doing similar things, but not with this. The fact that there is no real precedent means the journey is both exciting and frustrating. We’re writing the script as we go, so there’s a lot of trial and error, although our vision is always clear.

We wanted to see how we as a team could interact with robotics and athlete data in a meaningful, creative way. The process of creating and refining new STRUNG software, hardware and prototypes led to increased buy-in and more and more people joining as development became more complex. The travel restrictions that came with the pandemic brought its own challenges, but we were able to navigate some of these and maximise our efficiency due to having connected STRUNG robots on three continents. This allowed upper designs to be sent on to each machine remotely, meaning refinement work was ongoing around the clock.