Adidas is set to launch its first fully recyclable trainer that comes with a never-ending lifespan.
The Futurecraft Loop trainer will be released for spring 2021, and will be made from 100 per cent recyclable material.
Adidas partnered with Parley for the Oceans – an organisation working to raise awareness of the threat to the world's oceans – to create the shoe, which will be made from reclaimed marine plastic waste.
Where other Adidas trainers are made from up to 12 different materials, the Futurecraft Loop will use just one – a type of thermoplastic polyurethane – and will then be assembled using glue.
The idea is that once a pair of Futurecraft Loops are heavily worn, they will be recycled and repurposed by Adidas to create a new pair.
“Taking plastic waste out of the system is the first step, but we can’t stop there,” said a statement from Eric Liedtke, executive board member at Adidas. “What happens to your shoes after you’ve worn them out? You throw them away – except there is no away. There are only landfills and incinerators and ultimately an atmosphere choked with excess carbon, or oceans filled with plastic waste. The next step is to end the concept of ‘waste’ entirely. Our dream is that you can keep wearing the same shoes over and over again.”
Willow Smith is the face of the newly-launched campaign, using an Instagram video to explain the process behind the Futurecraft Loop.
You can watch the full video here: