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FUTURECRAFT.LOOP – 100% Recyclable Sneakers from Adidas

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: MKTG429
Case Length: 9 Pages
Period: 2019
Pub Date: 2021
Teaching Note: Available
Price: Rs.300
Organization : Adidas AG
Industry : Textiles & Apparel
Countries : Germany
Themes: New Product Development, Product Launch, Sustainable Innovation
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


In 2019, FUTURECRAFT.LOOP by Adidas AG appeared on the Time list of “Best Inventions of 2019” . James Carnes, vice president of global brand strategy at Adidas, said FUTURECRAFT.LOOP was meant to be the first step to “clean up some of the environmental impact that we create through our massive product creation every year.”

In April 2019, Adidas AG of Germany launched its fully recyclable training shoes –FUTURECRAFT.LOOP (Loop). The idea of launching recyclable shoes was a new one. It took close to seven years to develop Loop out of one single material and without using any form of glue or solvent. The shoes were launched in the beta phase and a full scale commercial launch was slated for Spring 2021.

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