FUTURECRAFT.LOOP is Adidas' sustainable footwear initiative focused on creating fully recyclable shoes. Made from a single material—high-performance thermoplastic polyurethane (TPU)—the shoes are designed to be easily recycled at the end of their life, enabling a closed-loop system where components are reused to create new shoes.
Our team was responsible for developing a comprehensive 360 global campaign that included a major product launch in New York City, social media content, visuals, and multiple films—one of which featured Willow Smith. Thanks to our efforts, LOOP was recognized as one of the top innovations of the year in 2019 by Fast Company, Time, and Forbes, solidifying its impact and influence in the industry.