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adidas has unveiled the futurecraft.loop 2, the second generation of its 100% recyclable sneaker. adidas launched its first futurecraft.loop back in april, releasing 200 pairs to various content creators, Adidas Ultra Boost Dámské influencers and other media. now, after taking the first edition back, adidas has recycled them to create components for an entirely new shoe.

whilst adidas is planning a commercial release of Adidas Stan Smith Donna the futurecraft.loop in spring/summer 2021, it also acknowledges the potential difficulty in changing consumer behaviour. if their proposed solution to end-of-life product waste is to be successful, consumers will need to embrace purchasing shoes with the intention to eventually return them.

adidas admits that it was difficult to convince consumers to give their shoes back during their first loop beta test. in response the company intends to focus on making it easier for consumers to give them back as well as ‘giving people a sense of the potential and inherent value of used product and its material.’

the reality was that some people didn’t give them back or were slow to – which was a huge learning Adidas Nmd Dame for us and initially slowed us down. every piece of material counts and there’s a certain amount of material that gets fed through the Adidas Eqt Support Adv Mujer machine when it is first Adidas Nmd Heren powered up.

when we did start getting the shoes back, everything started to feel very real. it was our first ‘wow’ moment – hearing the responses and the excitement from our employees, who were the first people to return the shoes. this was when we started to understand how creators and ultimately consumers might feel about this change of mindset.’