[FUTURECRAFT] Loop

Not a single running shoe on the planet, that has ever been made or used, is recyclable. They all end up in landfills. In April 2019 adidas announced the development of a new, 100% recyclable, all-TPU performance running shoe called [FUTURECRAFT] Loop. The idea is that you wear it out, send it back, and the shoes are ground up and the material is reused to help make the next generation of Loop shoes – and the process continues. The shoe itself was "made to be remade". It was part of adidas’ larger vision to stop the use of virgin polyesters in their products by 2024 and to enable a “closed loop” or circular manufacturing model. I worked with them to develop a creative strategy and campaign centered around the idea that the future is on all of us, and that with [FUTURECRAFT] Loop, adidas and its consumers could work together to end plastic waste.