New York, April 17 – Adidas unveils its first ever fully recyclable pair of sneakers: the Futurecraft Loop. With this project, Adidas reaffirms its commitment to the environment. The three-band brand is also committed to using only 100% recycled polyester in its products by 2024.
A long-term commitment
Sneakers are ubiquitous at the feet of men and women, whether sports or not. Fashion is sneakers. But fashion is one of the most polluting industries and the trend is fast fashion. Everything is done to encourage consumers to renew their wardrobe very frequently: the clothes offered for sale are very quickly renewed and are intended to be worn only for a short time. This is a real ecological issue that some brands are starting to worry about: in the face of this alarming finding, Adidas has decided to react! Offering ecological sneakers is a challenge that the brand has been seeking for several years. Indeed, we can not deny Adidas’ efforts in this area. In 2015, Adidas collaborated with Parley for the Ocean to create shoes with a shaft entirely made from recycled marine plastic waste. The brand is expected to have manufactured 11 million pairs by the end of 2019.
“The first step is to eliminate plastic waste, but we can not stop there,” says the head of the global brand strategy, which speaks volumes about Adidas’ ambitions. “Our next step is to completely eliminate the concept of waste.”
Today, Adidas goes even further. The brand aims to upset the manufacture, sale and consumption of sneakers. For this, Adidas has redesigned its model Futurecraft launched in 2016. The Futurecraft Loop is the first pair created to be recreated. It is a concrete answer to the problem of plastic waste. The goal: to recycle 100% and infinitely this pair of sneakers.
An innovative process
Generally, sports shoes are composed of a complex mixture of materials glued together that can only be under-recycled into objects of lower quality. After years of research, Adidas has discovered an alternative to this production model. “Loop” as a loop: this circular creation process is revolutionary. Adidas has designed a closed circuit where raw materials can be recycled repeatedly. The solution ? The discovery of a unique material that can be worked to be used to make the entire shoe, from the soles to the laces. And no need for glue, the material used can simply be welded.
When shoes are at the end of life, instead of throwing them away, simply return them to Adidas. They will be washed and reduced to granules that will be remelted to create the basic material of a new pair of shoes. No loss and no waste. The Futurecraft Loop would be sold with a return voucher. A subscription system could also be considered. Adidas assures that this process will not alter the sports performance standards it claims.
A project (too?) Ambitious
“We dream of being able to wear the same shoes over and over again”, says the head of global brand strategy.
But is the Adidas dream the consumer’s dream? We can doubt it. How to sell a product that has already had several lives? How to make attractive a pair of shoes made from someone else’s? In addition, sneakers are now real collectibles. Lovers of sneakers like to keep them. How to accept recyclable shoes while sneakers are liked, preserved and even collected by some? These are brakes that Adidas will have to confront.
But Adidas can count on its ambassador to make the project glamorous. Indeed, the ambassador of this project to committed marketing is none other than Will Smith, the daughter of Will Smith, very committed to ecology.
For the moment, only 200 people have been able to test the pair with the program launched this April 17 in New York. At this test launch, 200 pairs are tested by influencers around the world. To see the Futurecraft in the streets, we must wait since the release expected in 2021.
In the meantime, we can only welcome the approach and efforts of Adidas, hoping that others follow the example .