adidas
Futurecraft Film

In 2020, FUTURECRAFT had become the north star of innovation for the footwear industry. It lifted adidas out of being looked at as a classic sports brand, with TIME Magazine and Fast Company calling it one of the most innovative companies in 2017, 2019, and 2020. Meanwhile, in the hype culture, FUTURECRAFT was being hailed as one of the most exciting things in sports. With all this caché and notoriety, people were still asking “Cool… but what is it?”

Futurecraft is the journey From Where We Are to What Could Be, thriving at the intersection of art, design, science, and humanity. Bringing people together, to shape the future and create a real impact for athletes. 

Our task was to showcase what FUTURECRAFT was in the most simple way. The question was how to do that for something that wasn’t a shoe, and wasn’t a technology but a philosophy.