Adidas has released a performance running shoe designed for a circular life – once worn out, the shoe is returned to Adidas where the materials will be used for new shoes. This move caters to people who are upping their sustainability efforts and want proactive ways to help brands do the same. We explore the insights behind this and how Adidas is tackling plastic pollution.
The Futurecraft Loop shoe is made from a single material, Thermoplastic Polyurethane (TPU), which is created without adhesives or chemicals to alleviate material separation steps prior to recycling. While all parts of the shoe can be recycled, only around 10% will make up the new Loop shoe in order to maintain quality. However, Adidas hopes to improve this ratio to eventually reach 1:1 product circularity. “Futurecraft Loop is our first running shoe that’s made to be remade," said Eric Liedtke, Group Executive Board Member at Adidas. "It’s a statement of our intent to take responsibility for the entire life of our product; proof that we can build high-performance running shoes that you don’t have to throw away."