"This is our first running shoe that will never be thrown away"

Made from 100% recyclable TPU (a type of plastic), this is adidas' first running shoe that will never be thrown away. You run it down and return it. They grind it up and remake it using the same materials. The end of one running shoe can be the beginning of the next. No performance lost. No plastic waste created. One pair of shoes can become every pair you ever need.

This thinking around circularity became the central thread of the campaign, where repeating circles represent the loop, a visual choice that echoes the purpose of the product.

Feat. Willow Smith & 200 global creators

Our campaign featured Willow Smith, spokesperson, creator and youth icon. She starred in the campaign and, alongside Erik Liedtke (ex-Head of Global Brands) and Paul Gaudio (ex-Global Creative Director), presented Futurecraft Loop to the world at the circular launch event in NYC, where we brought together 200 handpicked creators.

Feat. Willow Smith

“Futurecraft is about combining advanced technology with traditional craft to create something better than just future tech. It’s a human approach, connected to people, their ideals and beliefs. 

We’re a brand in a beta. A work in progress. Solving problems by hacking, prototyping, breaking, questioning. Wide open to new influences, talent, collaborations. We look outside the company for solutions. Combining ideas and innovations to create impact for the athlete and the world. 

Everything Futurecraft we put out is to show the possibilities, the opportunity. We are opening up the doors, to show people what we can do together to shape the future.”