Two athletes are pictured demonstrating products and undergoing performance testing inside the Adidas Innovation Lab 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)

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)

(FILES) A woman works at a surf shop in Anglet as the heatwave sweeps across southwestern France, on June 17, 2026. The historic surf industry, constantly challenged by new players, has left behind the record profits of its golden age in the 1990s and 2000s, and is now looking for a new wave by relying on the growing number of participants. (Photo by Gaizka IROZ / AFP via Getty Images)

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)

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)

Kenyan long-distance runner and current marathon world record holder Sabastian Sawe (R) speaks next to Alasdhair Willis, Chief Creative Officer (CCO) of German sportswear manufacturer Adidas, 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)

Kenyan long-distance runner and current marathon world record holder Sabastian Sawe addresses guests during the 'Home of Innovation (HOI) Experience' event of German sportswear manufacturer Adidas 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)

Kenyan long-distance runner and current marathon world record holder Sabastian Sawe addresses guests during the 'Home of Innovation (HOI) Experience' event of German sportswear manufacturer Adidas 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)