FUTURECRAFT LOOP º adidas º AMSTERDAM
Made To Be Remade
Futurecraft Loop is the first 1o0% recyclable running shoe, made from a single material. Based off the infamous Boost mid-sole technology adidas developed every component, which has been a “what-if” for the whole world. A first step in tackling the plastic waste problem.
As this is the first step for adidas entering a circular economy, we used the circle as a visual cue in every piece of content, all while having a hopeful tone of voice. This 360 campaign launched with a tease in NY Times admitting to the fact we have a problem with plastic waste, an insider look to the problems we faced in development, co-creation with Willow Smith, PR/social content and an event in NYC which compromised of 3 circular projection screens with 27 projectors.
Associate Creative Director @ adidas Global Brand Design