Coming Full Circle: adidas Futurecraft.Loop Gen 2

adidas Futurecraft.Loop Gen 2
Share on facebook
Share on twitter
Share on pinterest
Share on email

The environmental impact of the apparel and footwear industry is massive. One of the biggest problems besides greenhouse gas emissions is the production of virgin plastic. In the past few years, adidas has proven that it takes these issues seriously. It has partnered with Parley for the Oceans, it has banned plastic bags from retail locations. In addition, in one of the boldest moves, the brand pledged to using only recycled plastic in their products by 2024. And not only in their products, but in their offices, retail outlets and everywhere else. 

The Futurecraft.Loop, first introduced in April 2019, is a big step in this direction. The running shoe which is produced from TPU (thermoplastic urethane) in the company’s Speedfactory is 100% recyclable. The circular concept is based on the idea that a shoe is never thrown away. Instead, its raw materials are used to produce a new shoe. It’s made to be remade – and to be remade again and again.

It all began with the Futurecraft.Loop Gen 1, which was given out to to 200 creatives from different areas. The goal was to not only produce a shoe from recyclable materials but to actually claim the shoe back from their owners in order to put it back into the loop. This was the second phase of the project – getting the shoes back and recycling them to create new components for new shoes.

Release Details – adidas Futurecraft.Loop Gen 2

The result is the adidas Futurecraft.Loop Gen 2, which releases in November 2019. It will go back to the 200 original beta testers who returned the Gen 1 shoes. It’s a serious milestone on the journey towards a truly circular process. The commercial launch then follows in Spring 2021. Head over to adidas.de for all future updates on that.


adidas Futurecraft.Loop Gen 2 - Mood 1
adidas Futurecraft.Loop Gen 2 - Mood 2
adidas Futurecraft.Loop Gen 2 - Mood 3
adidas Futurecraft.Loop Gen 2 - Mood 4
adidas Futurecraft.Loop Gen 2 - Mood 5
adidas Futurecraft.Loop Gen 2 - Mood 6

Share on facebook
Share on twitter
Share on pinterest
Share on email
Pacemaker x St Pauli - SUNSHINE IN HELL (Mood 3)Footshop x KangaROOS Ultimate 3 Flip - Mood 1