Adidas have launched their Ultra BOOST DNA LOOP running shoe, created from a single material without glue and can be returned to Adidas at the end of its cycle to create new performance running shoes.
The shoes were created in 2019 as a part of the closed-loop trial process, this came to be known as Gen 1 UltraBOOST DNA LOOP running shoes. The customers used them and returned them and provided valuable feedback on the design and process.
Having learnt from previous launch trails, Adidas is now making the shoes available for the first time to the public in the Creators Club Week digital festival. The 1,500 Creators Club members will be invited to take part in the beta test of a specially designed digital experience through the official Adidas app.
The members will receive the shoes for free by Adidas and join the sustainable micro-community to co-create with Adidas in an open source ensuring the experience further shapes the fine-tuning of the product. By signing up for the shoe they are making a commitment to return the shoes to be turned into something new.
Karlie Kloss, a supermodel philanthropist stated that she was honored to help introduce the next iteration of the UltraBOOST DNA LOOP concept in the greater club week. She believes that Adidas is leading the conservation around circularity and fabric innovation.
Through their latest contribution, the brand hopes to gain deeper knowledge in consumer behaviour that needs to be factored into the process as it tries to lead the manufacturing process into total circularity. Many parts are re-used as a part of the brand’s wider commitment to end plastic waste.
James Carnes, Adidas’s VP Brand Strategist stated that they don’t visualize UltraBOOST DNA LOOP to simply be another high-performance running shoe but more of an experience where every owner plays a vital role. He stated that in order to encourage users to take part in the recycling process it was necessary to be good influencers.
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