Futurecraft.Loop takes a stride
Like a scene from a Ridley Scott film, shoe bags slowly descending from the ceiling through dry ice had the desired effect on the hundred or so bloggers adidas invited to a launch event in New York. The idea was to create a buzz around the Futurecraft.Loop, which the German company claims “could be one of the most disruptive products in the world”. It worked — most went away and excitedly published stories about its ability to be 100% recycled into an identical shoe. Some of them, plus other prominent sports shoe writers, were even given their own pair, and told to wear them as much as possible and send them back after a month, making them feel part of the research and development process. The shoes are ‘made to be remade’... but we must be clear on the finer details before we jump to conclusions.
