Imagine a product that lived forever. Where the raw material of one product is never thrown away; it just becomes another product. And then another one. And another one. A product made to be remade. That is the journey that adidas is on with their FUTURECRAFT.LOOP Project. Phase 1 launched in April, which initiated 200 Creator beta testers, who returned the shoes in May for adidas to start the recycling and development process. Now, less than eight months later, those GEN 1 shoes were remade into components for GEN 2.
Overall the silhouette has the same shape and sole unit, but there is an obvious change: The GEN 2 now has a “faded blue” woven upper, which demonstrates some of the flexibility in the LOOP creation process. You can expect the future to bring completely different aesthetical changes — but as for now, the Three Stripes is keeping it simple while they iron out the closed-loop process.
The FUTURECRAFT.LOOP GEN 2 running shoes will be re-released in November to the 200 Creator beta testers who returned their GEN 1 shoes in May — and you can expect the cycle to continue for months and years to come. As for a wider release of the fully recyclable initiative, adidas have plans for a Spring/Summer 2021 launch, but it’s unclear if this will be globally or regionally specific.
Take a peep at the project’s second phase below, and be sure to keep it locked on to HOUSE OF HEAT for more developments in adidas’ FUTURECRAFT.LOOP Project in the months and years ahead.
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