sitemaps.org/schemas/sitemap/0.9/sitemap.xsd BrandArena: adidas unveils Recyclable UltraBOOST DNA Loop Sneakers

Tuesday, 20 October 2020

adidas unveils Recyclable UltraBOOST DNA Loop Sneakers

Sportswear giant Adidas has launched a fully recyclable sustainable running shoe as part of its ‘Made to be Remade’ project. The Adidas UltraBoost DNA Loop, was unveiled as part of the sportswear brand’s new Creators Club Week, and have been created from a single material with zero glue. 

Adidas ‘Made to be Remade’ project is aimed at tackling the problem of plastic waste, using recycled materials and creating “closed loop” or circular manufacturing models, where raw materials can be repurposed again and again. But not just repurposed into a water bottle or a tote, but into high-performance products. 

In November 2019 the first Gen 2 UltraBOOST DNA LOOP running shoes were produced and included recycled TPU from the Gen 1 pairs. Again, the 200 creators were asked to put the shoe through its paces to provide feedback that would help get adidas ready to take the revolutionary concept to a wider audience. 

“We don’t think of UltraBOOST DNA LOOP as simply a high-performance running shoe, but as an experience where every owner plays a vital part. To make this a success we need to understand the human element – how people can be encouraged to return the shoes to be recycled – because while we control the creation, we can only influence what happens when the shoes leave us. We can’t get there alone - we’re looking for 1,500 committed individuals to help us change how we create. UltraBOOST DNA LOOP is not just a shoe, it’s a movement and we want our community of creators to help us define a better future where products are ‘Made to be Remade” James Carnes, adidas VP Brand Strategy.

“I’m honored to help introduce the next iteration of the UltraBOOST DNA LOOP concept during Creators Club Week. Through this shoe, adidas is leading an incredibly important conversation around circularity and fabric innovation. We hope this launch inspires creators to join us as we strive to create a more sustainable future together.” Supermodel, philanthropist and adidas partner Karlie Kloss.

UltraBOOST DNA LOOP uses this transformative approach to designing performance shoes that are ‘Made to be Remade’ from the outset, by using one material type and no glue. Each component is made from 100% reusable TPU - it’s spun to yarn, knitted, molded and clean-fused to a BOOST midsole. 

2 comments:

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