adidas NEWS Site : FUTURECRAFT
Futurecraft was created to do things that haven’t been done before.
 
Futurecraft is about combining advanced technology with traditional craft to create something that goes beyond simply future tech. It’s a human approach, connected to people, their ideals and beliefs. It allows us to be a brand in beta. A work in progress. Solving problems by hacking, prototyping, breaking, questioning. Wide open to new influences, talent and collaborations, we look outside the company for solutions. We believe that by combining ideas and innovations we can create impact for the athlete and the world.
Futurecraft was created to do things that haven’t been done before.
 
Futurecraft is about combining advanced technology with traditional craft to create something that goes beyond simply future tech. It’s a human approach, connected to people, their ideals and beliefs. It allows us to be a brand in beta. A work in progress. Solving problems by hacking, prototyping, breaking, questioning. Wide open to new influences, talent and collaborations, we look outside the company for solutions. We believe that by combining ideas and innovations we can create impact for the athlete and the world.

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