Keynote at adidas Tech Summit 2026 — Zaragoza

On October 1, 2026, Simon Obstbaum delivered one of two external keynotes at the 10th adidas Tech Summit in Zaragoza. The other external keynote was delivered by Gene Kim. The internal summit brought together more than 550 colleagues from adidas technology hubs and teams in Zaragoza, Amsterdam, Herzogenaurach, Bogotá, and beyond.

The week-long gathering brought technology leaders and teams together around AI, software delivery, engineering productivity, and how organizations adapt as development changes. Simon’s keynote connected his research into software engineering productivity and AI with the practical challenge of turning adoption into measurable organizational results.