FUTURECRAFT.LOOP Via Adidas
Yesterday Adidas introduced the FUTURECRAFT.Loop to the world. The Loop will be the first sneaker manufactured intended to be recycled and remade into other FUTURECRAFT shoes, hence the name “LOOP”. The entirety of the shoe is created from a single material called thermoplastic polyurethane (TPU), including the upper, midsole, lace, and the torsion bar. TPU maybe more familiar as the material that is used to create the Boost cushioning we all love.
Ideally when the consumer is done with the shoe they will return it to an Adidas store where the shoe can be be washed, ground to pellets and melted into material for a new pair of shoes with no waste. Although nothing specific has been announced, Adidas is considering buying back the shoes for $10-$20 when users were done with them.
FUTURECRAFT.LOOP parts VIA Adidas
Adidas will make the Loop available to its 200 leading creators around the world as part of a beta test. They will ask them to use the sneakers for six months and provide feedback to hopefully help Adidas meet their Spring/Summer 2021 target release.
Anything we can do to promote a less wasteful more environmentally friendly “consumer” culture, I’m all for. Adidas seems to be really aware of this and is always trying to push the boundaries of helping Earth. Whether it is just for the good PR or not, time will tell. Depending on the price tag, I can see these selling well. Retailers could easily put these next reusable shopping bags, stainless steel water bottles, metal straws, a Tesla, pretty much anything “environmentally friendly” that’ll make people feel better about buying. While meant to be a running shoe, they look like a great casual shoe as well. With different colorways they could easily takeover Iniki space. If this proves successful I’m sure Adidas will look to incorporate this technology into their other sneakers as well and then we all win.
UPDATE: Upon further reading about the FUTURECRAFT.LOOP, Gizmodo’s Sam Rutherford reported while fully recyclable, that currently only 5%-10% of the TPUl recycled from the shoe can be used to make the next generation shoe, but some recent prototypes have as much as %50.