Reaktor and adidas head for “all things future”

The co-operation was introduced at a private event held at Slush last week, where Thomas Gieling, the director of software architecture at adidas, and Reaktor’s Christoph Kieslich spoke about adidas’ ongoing global digital transformation to hundreds of software engineers.

At the core of the collaboration is the revolutionary “dot com store renewal”. The CEO of adidas, Kasper Rorsted, has described the meaning of the online store as the company’s “single most important store in the world with no comparison”.

Together, the two companies aim to offer consumers tailored, fast and responsive digital experiences, showing off their own style.

“It goes without saying that working with the three stripes is a holy grail for us,” says Ville Himberg, managing director of Reaktor Amsterdam. “Realising today’s bleeding edge visions and pushing the boundaries of digital to succeed in what others consider unrealistic is the bread and butter of Reaktor as well.”