Each year the adidas Future team presents their latest concepts and technologies to adidas leadership at the global headquarters. A+A has supported this event in different ways over a number of years, at times helping to shape innovation stories and visualize breakthrough concepts, at other times designing the event. In 2012 A+A designed an event that was woven through the newly opened Laces headquarters in Germany.


Among the featured new concepts was BOOST, presented here for the first time to a skeptical audience that struggled to understand this strange looking styrofoam-like material, that has since brought billions to the brand.