admin Adidas today a lunched a fully recyclable and sustainable running shoe under its new campaign this year ‘Made to be Remade’.
The shoe called the Adidas UltraBoost DNA loop was launched under sportswear and has been created using only one material. The usage of glue was banned as well. What this basically means is that when the shoe is worn out and can no longer be used, it can be returned to Adidas to be broken down and remade into a new pair of shoes altogether.
James Carnes who is currently serving as the vice-president of the brand strategy said in a statement:
We don’t think of this shoe as simply a high-performance running shoe, but as an experience where every owner plays a vital part.
He also added that in order for this campaign to be successful the human element becomes very important because only when people will return these shoes will this campaign be deemed a success. They intend to create a movement for the better of all with the launch of this fully recyclable running shoe.
1500 people who are a part of the Creators Club will be given these shoes free of cost in order to become a part of the sustainability micro-community. Each member however will need to provide feedback regarding the shoe to better the next models which are a part of this Made to be Remade campaign.
The commercial launch of this shoe will be made and a franchise of Made to be Remade will be launched in the year 2021. For this, Adidas has teamed up with Karlie Kloss who is a very successful model and is very committed to social as well as environmental issues.
The basic aim of this shoe is to effectively handle the problem of plastic waste being generated. For doing so they use only recyclable products which can be remade easily into not only water bottles or totes but into high performance products. This step is a welcome one given the environmental degradation that is taking place especially due to the unconditional use of plastics for various products.
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