Adidas' Truth or Dare: How will they sell the world's first shoe made from a single material and 100% recyclable?
Adidas' Truth or Dare: How to Sell the World's First 100% Recyclable Shoe Made from a Single Material? Following the launch of the first-ever sneaker made from ocean plastic, Adidas has released the first-ever 100% recyclable shoe, the FUTURECRAFT.LOOP. However, this new shoe, embodying the circular economy and revitalizing old shoes, presents Adidas with an unexpected and thorny problem: how to sell it? A pair of pristine white shoes, shimmering like pearls under light. This is Adidas' new FUTURECRAFT.LOOP series launched this year. However, these shoes are only given away, not sold; only 200 lucky individuals worldwide have received them. This isn't a marketing campaign; it's because the world's second-largest sportswear brand doesn't know how to sell these shoes, as they are the first-ever 100% recyclable, shredded, and remade running shoe. From sole to laces, it's made entirely from a single material: thermoplastic polyurethane (TPU). Without adhesives or stitching, the entire shoe is "fused" together using heat and pressure. A product championed by the circular economy, yet unsure how to sell it. Why is it that a brand skilled in marketing doesn't know how to sell a 100% recyclable product that aligns with today's circular economy principles? The most direct answer is: the shoe isn't perfect yet. Making a shoe from a single material sounds simple, but it's actually quite difficult. A shoe typically contains about 12 different materials, including adhesives and chemicals, many of which are not easily separated. To achieve complete recycling, the first step...