2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

The Future Will Be Personalized

Saturday, March 12
11:00AM - 12:00PM

Westin Austin Downtown
Continental 1-2
310 E 5th ST


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.

Hashtags: #sxsw


Josh Rubin at SXSW

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 rest

Paul Gaudio

Global Creative Dir


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...

Show the rest


Film Badge, Interactive Badge, Gold Badge, Platinum Badge
Event Type
Thanks to our sponsors
Esurance Logo Mazda Logo Monster Energy Logo CapitalOne logo Bud Light logo McDonald's logo Austin Chronicle Logo
Music sponsor
Sonic Bids Logo Pandora Logo Marriott Rewards Logo
Interactive sponsor
Deloitte Digital Logo Ten-X Logo United Airlines Logo Samsung Logo