[ SPACE & TIME ]
[ INNER WORKINGS ]
- Futurecraft Platform leadership & innovation storytelling
- Translating complexity into desire
- End-to-end creative direction
- Cultural launch strategy
- Cross-functional collaboration
- Managing in- house creative team with up to 40 freelancers
Adidas was releasing breakthrough innovation but not telling the story. The role: define and lead Futurecraft as a platform, from first principles to three global launches.
Futurecraft 4D began by turning manufacturing into spectacle. The beauty of the process was revealed to a small, influential press audience in New York creating outsized buzz and earning Cannes Lions Gold and Bronze.
With Speedfactory, the approach shifted. Innovation wasn’t a moment, but a cadence. Designed to bring products like 4D to market faster using athlete-specific data, the story traveled inside a custom shipping container. Moving city to city, adapting to each market while explaining the future of localized production.
The platform scaled fully with Futurecraft Loop; a €14M launch of the first fully recyclable shoe. Documentaries captured the journey. Films, social, and market-specific activations extended the message. A New York Times takeover and a 300-person NYC event made the problem of plastic waste tangible and the promise of circular innovation real. By connecting people directly with the minds behind the work.
Innovation, translated into culture.
Platforms, not just products. Hope, built through design.