Swift on the Mountains
Made to be remade:Gen2
Beta testing the future
Years of development resulted in adidas first 100% recyclable shoe. A shoe that never has to be thrown away. You run it down and return it, they grind it up and remake it. For the first time, the return of a shoe was more important than it's release. Will people get used to giving back? The only way to find out was to put it to the test.
Beta testing the future
Years of development resulted in adidas first 100% recyclable shoe. A shoe that never has to be thrown away. You run it down and return it, they grind it up and remake it. For the first time, the return of a shoe was more important than it's release. Will people get used to giving back? The only way to find out was to put it to the test.
Beta testing
the future
Years of development resulted in adidas first 100% recyclable shoe. A shoe that never has to be thrown away. You run it down and return it, they grind it up and remake it. For the first time, the return of a shoe was more important than it's release. Will people get used to giving back? The only way to find out was to put it to the test.
Image gallery - Beta testers
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The beta testers
We gave 200 global creators FUTURECRAFT.LOOP GEN 1 to beta test. From athletes to artists and activists, they all put the shoe through its paces, testing everything from performance to aesthetics and methods of return. Their collective critiques and insights helped fine-tune the concept for the creation of GEN 2.
Once GEN 1 was worn down and the beta test was complete, it was time to collect the shoe for regeneration into GEN 2. This process became the core for the FUTURECRAFT.LOOP GEN 2 campaing that featured well known names like Jeff Staple, Jessie Zapo and Sophie Hellyer plus many more.
The beta testers
We gave 200 global creators FUTURECRAFT.LOOP GEN 1 to beta test. From athletes to artists and activists, they all put the shoe through its paces, testing everything from performance to aesthetics and methods of return. Their collective critiques and insights helped fine-tune the concept for the creation of GEN 2.
Once GEN 1 was worn down and the beta test was complete, it was time to collect the shoe for regeneration into GEN 2. This process became the core for the FUTURECRAFT.LOOP GEN 2 campaing that featured well known names like Jeff Staple, Jessie Zapo and Sophie Hellyer plus many more.
The beta testers
We gave 200 global creators FUTURECRAFT.LOOP GEN 1 to beta test. From athletes to artists and activists, they all put the shoe through its paces, testing everything from performance to aesthetics and methods of return. Their collective critiques and insights helped fine-tune the concept for the creation of GEN 2.
Once GEN 1 was worn down and the beta test was complete, it was time to collect the shoe for regeneration into GEN 2. This process became the core for the FUTURECRAFT.LOOP GEN 2 campaing that featured well known names like Jeff Staple, Jessie Zapo and Sophie Hellyer plus many more.
Campaing film | "Making Progress"
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“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.”
“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.”
“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.”
Instagram story
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IGTV Episode
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Instagram AMA (answers)
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Bespoke content
The process and beta testing was documented on a global level through out the 6 key cities: LDN, PAR, NYC, LA, TKY & SHG. From the captured material we created bespoke content for adidas channels e.g. adidas women and running. The content consisted of various video and image posts, IGTV episodes and an AMA where users would get their answers directly from the adidas product team.
The Loop
The whole creation process of how FUTURECRAFT.LOOP GEN 1 & GEN 2 is Made To Be Remade.
1. RETURN
2. INSPECTION
3. CLEAN
4. GRIND
5. MELT
6. FORM
7. KNIT
8. MOLD
9. FUSE
10. TEST
11. REGENERATE
The Loop
The whole creation process of how FUTURECRAFT.LOOP GEN 1 & GEN 2 is Made To Be Remade.
1. RETURN
2. INSPECTION
3. CLEAN
4. GRIND
5. MELT
6. FORM
7. KNIT
8. MOLD
9. FUSE
10. TEST
11. REGENERATE
The Loop
The whole creation process of how FUTURECRAFT.LOOP GEN 1 & GEN 2 is Made To Be Remade.
1. RETURN
2. INSPECTION
3. CLEAN
4. GRIND
5. MELT
6. FORM
7. KNIT
8. MOLD
9. FUSE
10. TEST
11. REGENERATE
The creators content
The beta testing creators got their personal tailored content handed to them together with their own guideline of how and when to post what to enhance the campaigns message. These guidelines were merely there as just guides, we still encouraged them to be honest about the experience and put their personal flavour on it when posting in their channels.
Image gallery
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creator: @moekofukuda
Instagram stories
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creator's used Gen1s
Image Gallery
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creator: Garret Gooch
Campaign website (Screen Recording)
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Additional content
The campaign also had other crafted assets which was used through out various touch points and markets.
Additional content
The campaign also had other crafted assets which was used through out various touch points and markets.
Image gallery
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Click & Drag | From Gen1 to Gen2
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Created with adidas
I had a leading role in the creative team for this campaign, taking part in developing the overall concept and art direction. During the last phase I acted as the digital director leading the campaign site, social media content and social guidelines, which we produced with various partners.
DATE: November ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Owen Silverwood
PRODUCTION PARTNERS: Resn, Matte, Sodium
Created with adidas
I had a leading role in the creative team for this campaign, taking part in developing the overall concept and art direction. During the last phase I acted as the digital director leading the campaign site, social media content and social guidelines, which we produced with various partners.
DATE: November ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Owen Silverwood
PRODUCTION PARTNERS: Resn, Matte, Sodium
Created with adidas
I had a leading role in the creative team for this campaign, taking part in developing the overall concept and art direction. During the last phase I acted as the digital director leading the campaign site, social media content and social guidelines, which we produced with various partners.
DATE: November ’19
CLIENT: adidas Brand Design AMS
RESPONSIBILITIES: Concept, Art Direction
PHOTOGRAPHERS: Owen Silverwood
PRODUCTION PARTNERS: Resn, Matte, Sodium
Mini-bio: Born and raised in the '80s. Made from tall Nordic DNA. Interested in all things beautiful. Always craving new tech and tinkering with old. Hustler by day, gamer by night.
Let's make something together
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