Adidas Spot & Trail Event Launches Eco Futurecraft.Loop Product Range

It is frightening to realise that on average a pair of trainers lives on landfill for almost 30 years before being burnt and adidas produces over 450 million pairs of trainers per year.

The impact that fast-fashion has on our environment is serious and severe.

The LOOP is the next step in its commitment to addressing this issue: one that began with its Parley partnership.

It was back in 2015 that Adidas, in partnership with Parley for the Oceans, launched its first performance footwear concept with an upper crafted completely from yarns and filaments reclaimed and recycled from marine plastic waste.

By 2019 adidas had upped the production and sales of this range to an impressive 11 million pairs of shoes containing recycled ocean plastic – achieved by a combination of intercepting plastic waste on beaches, remote islands and in coastal communities.

Creating products with premium materials by Parley, made from up-cycled marine plastic waste, is the first pillar of Adidas’ sustainability strategy.

It is the spearhead product line fronting adidas corporate committed to using only recycled polyester in every product and on every application where a solution exists by 2024.

Among its previous Parley For The Oceans partnership campaigns are its January 2019 activation around the Australian Open (see case study), its 2018 football initiative with partner clubs Real Madrid, Manchester United and Bayern Munich and virtual soccer endorser Alex Hunter (see case study), its ‘Cliff Dive’ work with Anna Bader (see case study) and its global ‘Run For The Oceans’ initiative (see case study).

Futurecraft.Loop is a transformative approach to designing performance shoes that are made to be remade from the outset, by using one material type and no glue.

Each component is made from 100% reusable TPU – it’s spun to yarn, knitted, molded and clean-fused to a Boost midsole using Adidas Speedfactory technology.

Once the shoes come to the end of their first life and are returned to adidas – they are washed, ground to pellets and melted into material for components for a new pair of shoes, with zero waste and nothing thrown away.