Drawing on use cases, such as the work with adidas, Max Winograd (Vice President, Connected Products, Avery Dennison) shares insights into digital triggers and how they are enabling brands to create more sustainable, resilient and circular supply chains. Opaque supply chains are one of the most systemic issues in the fashion industry, we have the tech to solve this issue but why is adoption not yet solved? Max is responsible for leading Avery Dennison's digital venture atma.io, which has built the world's leading connected product cloud, enabling any everyday item to have a unique digital identity. It is already being used by adidas which will tag all of the 1.2 billion products it makes each year. adidas is utilizing the cloud-based platform for circularity and unique consumer-product interactions. It means buyers will be able to sell products back to adidas, giving them a second life. As well as adidas, three of the five largest apparel companies in the world are using it. With guest host Simeon Siegel.