[FUTURECRAFT.LOOP] – Short Documentary


THE CONCEPT OF THROWING SOMETHING AWAY NOTHING GETS THROWN AWAY THERE’S NO AWAY IT’S JUST SOMEWHERE ELSE OUR JOB IS TO TRY TO REDUCE PLASTIC WASTE AS BEST AS HUMANLY POSSIBLE I THINK THE CONCEPT OF ONE MATERIAL PRODUCT OR A PRODUCT THAT CAN RECYCLABLE MADE OUT OF ONE POLYMER HAS BEEN A “WHAT IF ?” FOR THE WHOLE WORLD WE PUT THINGS TOGETHER IN A TOTALLY NEW WAY WE END UP WITH A COMPLETE RECYCLABLE PRODUCT WE CAN CREATE A PRODUCT AND WE CAN RECYCLE AND SHRED IT AND TURN IT INTO A NEW PRODUCT IN THE FIRST TEST WE GOT VERY POSITIVE RESULTS AND THAT’S WHEN WE DECIDED TO SAY OK IT’S TIME LET’S PULL THE TRIGGER LET’S MAKE IT REAL THE FUNCTION OF A RUNNING SHOE AND THE FUNCTION OF THE COMPLETELY CIRCULAR SHOE WE’RE LITERALLY BUILDING FROM THE RAW TPU EVERY SINGLE COMPONENT OF A SHOE NONE OF IT EXISTED IT’S ALL COMPLETELY BESPOKE WE’RE GRIND’EM DOWN AND THEN WE MAKE THAT SHOE AND RESELL IT EACH TIME YOU HAND IT BACK YOU GET A NEW ONE AND IT’S PART OF YOUR SHOE AND IT’S SEPTEMBER WE HAD SHOES STANDING THERE AND WE WERE LIKE “OH WE DON’T KNOW IF IT’S EVER GONNA WORK” THEN IT WAS JUST A MOMENT OF WE ACTUALLY MADE IT HAPPEN IT’S ACTUALLY HAPPENING I GUESS WE TALK ABOUT THAT INTERNALLY AS THE BEGINNING OF THE END OF WASTE THIS IS THE ONLY SHOE I KNOW THAT YOU CAN PUT IN A GRINDING MACHINE AND THAT YOU GET THE CHANCE TO BE ABLE TO APPLY IT BACK INTO ANOTHER SHOE WE’RE PUTTING OURSELVES OUT THERE WE’RE BEING VULNERABLE WE DON’T HAVE ALL THE ANSWERS BUT WE CAN’T WAIT FOR ALL THE ANSWERS TO UNVEIL THEMSELVES THIS COULD BE THE MOST DISRUPTIVE PRODUCT IN THE WORLD AND EVERYTHING SHOULD BE BUILT LIKE THIS IN THE FUTURE IF WE GET OFF OF PLASTIC WASTE THEN WE WIN WE ALL WIN

20 Comments

  • So proud you guys are using your place in the world to bring something like this . cheers

  • Are you at work

  • This is the future. Big ups to Adidas!

  • great work, team!

  • Love the idea plus it has the boost sole for max comfort.. Brilliant!

  • Great video . Fantastic idea!

  • Awesome. But please dont make it more than $180. I don’t want to pay so much for a plastic shoe.

  • This is why I say, “sneakers have become more than just footwears.”

  • Have been wearing Adidas since the mid 1980's. Adidas has always been my choice of sports attire and footwear.
    I strongly suggest to my friends and colleagues( and to those that are concerned about our current global state of an environmental crisis.) that we support and focus on the companies willing to make changes for the better, and to boycott those that continue to harm our environment and ignore the need for change.

    Thank you Adidas for taking another beautiful step towards a solution.

  • The release of the shoes will be in spring or summer 2021.

  • don't give up adidas !!!

  • Fantastic! Adidas have embraced the challenge, time and expense of creating shoes that takes plastic waste from the system, and enables the customer to keep using them beyond their use-by date. Adidas have accepted the responsibility for recycling, instead of passing it onto consumers who really don't know the value of their recycling efforts. Planning zero waste, via closed-loop recycling, is not only great for the environment, it's an ingenious marketing concept that attracts and retains loyal customers. Let's hope other companies are motivated (or shamed – whatever) into following suit.

  • I never spend more than $60 on a pair of runners, but for this, I am willing to spend $90.

  • This is truly game changer sneaker. Adidas is leading the footwear industry to environmental friendly. That's awesome! Adidas, you are truly doing something great to human being and the planet.

  • https://youtu.be/1PlqFumoJP8

  • I'm honestly teary eyed for the step forward that Adidas is taking to be more sustainable. Thank you, thank you, thank you. I can't wait to buy a pair and tell my friends.

  • Adidas❤️

  • About time one of the leading manufacturers did this. Nike, what you got? You already had the elements of this shoe (GRIND, glueless bonding etc.) yet you chose the path of E.A.R.L. instead. Might not be too late to do both, but for now Adidas has my attention/money ..

  • This is so wonderful! I am a marketing professional and wish I could be involved – Be Disruptive Just Like You Are Now – I will have to get me a pair!
    WAY TO GO!

  • What is the patent story here?

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