The adidas Ultra BOOST DNA LOOP running shoe, created from a single material and without glue so at the end of its use can be returned to adidas, broken down and reused to create new performance running shoes will soon be on consumers feet as part of a staged launch.
In April 2019 200 creators around the world were involved in the first, closed trial of the process, taking possession of Gen 1 UltraBOOST DNA LOOP running shoes, wearing them and then returning them to adidas to be reborn as well as providing valuable feedback on the design and process.
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.
Having learned from these two initial closed experiences, adidas is now making the shoes available to the public for the first time during its Creators Club Week digital festival in October. Introduced to the world in a film featuring Karlie Kloss, 1,500 Creators Club members will be invited to take part in a beta test of a specially designed digital experience through the adidas app that will be the cornerstone of the full commercial release of the ‘Made to be Remade’ franchise in 2021.
The 1,500 members will be given the shoes for free by adidas and become part of a sustainability microcommunity who will co-create with adidas in a true open source fashion to further shape and fine tune the experience. The 21 week program will be driven by the adidas app with the communities actions and feedback helping futureproof the engagement model. By signing up for the raffle they are making a commitment to return the shoes to be grinded, shredded and turned into something new.
Supermodel, philanthropist and adidas partner Karlie Kloss ( @karliekloss ) said: “I’m honoured 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.”
Through this release, adidas hopes to learn more about the consumer behaviours that need to be factored into the process as it strives to make a “circular” manufacturing process in which the same materials are re-used endlessly as part of the brand’s wider commitment to end plastic waste.
James Carnes, adidas VP Brand Stratgey, said: “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”.
If you like reading about this adidas sustainability circular shoe, you may also be interested in…