adidas is strengthening its commitment to tackling plastic waste with the reveal of FUTURECRAFT.LOOP – a 100% recyclable performance running shoe.
Yesterday, artist and environmentalist Willow Smith, Executive Board Member Global Brands (CMO) Eric Liedtke, and SVP Creative Direction & Future Paul Gaudiopresented FUTURECRAFT.LOOP to more than 200 guests in attendance at a special event in Brooklyn, New York.
Set to revolutionize the sneaker industry, this project introduces a “closed loop” or circular manufacturing model of plastic waste. Rather than being repurposed into other materials, these FUTURECRAFT.LOOP shoes are designed to be “upcycled” into another pair of high-performance running shoes again and again – extending their lifespan into a continuous loop.
adidas revealed that it will produce 11 million pairs of shoes made with Ocean Plastic® by Parley for the Oceans (crafted with intercepted plastic waste from beaches, remote islands and in coastal communities) in 2019 and that it will use recycled polyester in every product and on every application where a solution exists by 2024.
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