I’ve learnt that opening a can of worms can get very uncomfortable and so it should. My can of worms was an exciting and crazy project to create the first shoe to be made in our industry-changing SPEEDFACTORY. No project I have ever worked on has had such impact on how we work and will work in the future.

As Director of FUTURE Running, I’ve been part of a team working on our new Futurecraft M.F.G. (Made for Germany) shoe and over the past three years I’ve had to get used to very high levels of disruption as we sought to bring the whole production process of a shoe back to Germany, close to our headquarters: a product that would be engineered, tested, manufactured and ultimately made for Germany.

How was I disrupted during this time? Well, I’ve had to get used to pitching something that not even I thought was feasible to achieve. I’ve had to embrace momentum and the scope of a project moving outside one small shoe idea to two factories on two continents. I’ve had to play bad cop on many occasions along the way and burst a lot of bubbles after testing what we believe is the best running shoe we could possibly make.

Creating the best running shoe possible and manufacturing it in Germany? Challenge accepted!

After a run in the woods for a few hours it’s not easy to go back to the office and break it to the team that we have a performance problem and that the project is on hold until we solve it. At the same time we know that the big D that had invaded all our lives was improving our expertise, and our trust and confidence in each other grew with the challenges we faced.

A disruptive idea is bringing our running lab to the street where people really run.
The adidas Runbase in Berlin gave consumers and techies the first taste of our Futurecraft vision.
My inner geek is loving the amount of disruption taking place in the industry thanks to scientific and technological advancements.
And the first result of all this disruption…the new Futurecraft M.F.G. (Made for Germany) shoe!
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The M.F.G. (Made for Germany) is now on the streets of Berlin but my job and the disruption that goes along with it is far from over. The next big part of SPEEDFACTORY that we are getting stuck into is “Lab to street”. This is our big push to get sports science out of the research lab into the streets where people really run. Drones, gyroscopes and full body sensors bring out the tech geek in me, and it’s going to be fun to play with them. From a serious perspective, we need this greater understanding of how individuals run if we are going to really hit our SPEEDFACTORY vision of individual performance tailoring.

This disruption will be Made for You!


Creativity requires focus, passion and above all, practice- take it from those who know.

Unleash Your Inner Creator


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