adidas FUTURECRAFT LOOP Helps Athletes and the World

adidas has taken on the Herculean task of increasing awareness of plastic pollution in the world’s ocean, but that task has led to some pretty impressive innovation. Case in point, their new FUTURECRAFT LOOP design. Every component of the LOOP shoe is made from 100 per cent reusable TPU. The shoe is a fulfilment of adidas’s commitment.


“FUTURECRAFT is our design and innovation ethos,” explains Paul Guadio, SVP of Creative Direction and Future for 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.”

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Each LOOP shoe isn’t just made from recycled material, it’s also completely recyclable. After you’ve worn out the LOOP, you can send it in to adidas, where it will be washed, ground to pellets, then melted into material that will be used in making another pair of shoes. The shoes are made using adidas’s SPEEDFACTORY technology, which spins reusable TPU into yarn, then knits it, moulds it, and clean-fuses it into a BOOST midsole.

“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,” stated Gaudio.

FUTURECRAFT LOOP is slated to be released in the spring or summer of 2021.

Check it out

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