adidas continues to raise awareness surrounding ocean plastic pollution and sustainability with the introduction of their new sneaker, the FUTURECRAFT LOOP, a 100% recyclable performance running shoe.
Together with Parley for the Oceans, the FUTURECRAFT LOOP applies sustainable material throughout the entire silhouette. Each component is made from 100% reusable TPU. It’s spun to yarn, knitted, moulded and clean-fused to a BOOST midsole using adidas SPEEDFACTORY technology.
“FUTURECRAFT is our design and innovation ethos,” said Paul Gaudio, SVP Creative Direction & Future, at adidas. It is about the intersection of art, science, technology, humanity, engineering and craft. It’s applying creativity to reimagine the world we wish to see.”
After the end of the sneaker's life cycle, each pair will be returned to adidas to be recycled. They are washed, ground to pellets, and melted into material to be used for new pairs of choose. The days of throwing away dirty shoes is over.
Gaudio continues, “FUTURECRAFT seeks to break new ground, bringing new materials and processes to bear against the many challenges and opportunities we face in helping athletes make a difference in their game, in their life and of course, in the world they live in - the world we all live in.”
The first-gen of the FUTURECRAFT LOOP is rolling out as a beta program with 200 creators from across the world. Their insight will be used to shape the wider release. The official release is targeted for Spring/Summer 2021.
Check out the FUTURECRAFT LOOP in the gallery above.