Alasdhair Willis, Chief Creative Officer (CCO) of German sportswear manufacturer Adidas, speaks during the 'Home of Innovation (HOI) Experience' event in Herzogenaurach, southern Germany, on September 25, 2026. The event offered insights into the Adidas archive and the Innovation Lab, with presentations of the latest innovations in shoes and apparel, as well as test demonstrations. (Photo by Daniel Karmann / AFP via Getty Images)