The Future Will Be Personalized
![Pp58421](http://img.sxsw.com/2016/spg_images/PP58421.png)
From 3D printed midsoles to precision milled kicks, adidas' design team has been hard at work shaping the not-so-distant future of sports performance and style. Always looking for new barriers to break, that drive to constantly innovate gave rise to Futurecraft, an initiative that offers the world a glimpse of what can be when creativity is unleashed on all areas of production.
With open source collaboration at the heart of it all, a new era of product personalization is now within grasp. Hear how adidas is harnessing the power of material and process innovations to empower creators as they usher in a future of their own making.
Presenters
![Josh Rubin at SXSW](http://img.sxsw.com/2016/presenters/128414.jpg)
Josh Rubin
Founder & Editor in Chief
Cool Hunting
Photographer, Interaction Designer, Editor and the Founder of Cool Hunting.
Born in Vermont, but raised between a modest ski town and glitzy Miami, Josh was exposed to a broad range of lifestyle...
Show the restPaul Gaudio
Global Creative Dir
adidas
As Global Creative Director for adidas, Paul Gaudio leads creative direction across all adidas brand and consumer touch points. Paul’s career with adidas began in 1992 at the adidas world headquart...
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