[FUTURECRAFT] Loop

Turning a recyclable running shoe into a movement to end plastic waste.

Not a single running shoe produced today can be truly recycled, which means every pair eventually ends up in a landfill. In 2019, adidas set out to change that with [FUTURECRAFT] Loop, a 100 percent recyclable, all-TPU performance running shoe designed to be worn, returned, remade, and reborn in an ongoing circular process.

I helped develop the creative strategy and campaign built around a simple but powerful premise: the future is on all of us. With [FUTURECRAFT] Loop, adidas and its consumers could take a meaningful step toward ending plastic waste and accelerating the brand’s larger vision for circular design and a future without virgin plastic.