In April 2019, 200 creators around the world were involved in the first closed trial process, taking possession of adidas Gen 1 UltraBOOST DNA LOOP running shoes, wearing and then returning them to be reborn as well as providing valuable feedback on the design and process.
In November 2019 the first Gen 2 UltraBOOST DNA LOOP running shoes were produced and included recycled TPU from the Gen 1 pairs. Again, the 200 creators were asked to put the shoe through its paces to provide feedback that would help get adidas ready to take the revolutionary concept to a wider audience.
Now, for the first time adidas are enabling more people around the world during their Creators Club Week digital festival to get their hands on the revolutionary UltraBOOST DNA LOOP running shoe for the next phase.
1,500 Creators Club Members will be given the shoes for free and become part of a sustainability micro community, co-creating with us in a true open source fashion to further shape and fine tune the experience. The 21-week program will be driven by the adidas app with the communities actions and feedback helping futureproof the engagement model . By signing up for the raffle they will be making a commitment to return the shoes to be grinded, shredded and turned into something new.
“We don’t think of UltraBOOST DNA LOOP as simply a high-performance running shoe, but as an experience where every owner plays a vital part. To make this a success we need to understand the human element – how people can be encouraged to return the shoes to be recycled – because while we control the creation, we can only influence what happens when the shoes leave us. We can’t get there alone – we’re looking for 1,500 committed individuals to help us change how we create. UltraBOOST DNA LOOP is not just a shoe, it’s a movement and we want our community of creators to help us define a better future where products are ‘Made to be Remade” James Carnes, adidas VP Brand Strategy.
To take part in the next phase, Creators Club members need to prove their sustainability credentials by taking part in a quiz. Everyone who completes the quiz will be entered into a global raffle and randomly selected for the experience. Becoming a Creators Club member is free, just sign up to the adidas App available on the Apple App Store and Google Play Store.
“I’m honored to help introduce the next iteration of the UltraBOOST DNA LOOP concept during Creators Club Week. Through this shoe, adidas is leading an incredibly important conversation around circularity and fabric innovation. We hope this launch inspires creators to join us as we strive to create a more sustainable future together.” Supermodel, philanthropist and adidas partner Karlie Kloss .
ADDITIONAL INFORMATION ON ULTRABOOST DNA LOOP
Our ‘Made to be Remade’ project is aimed at tackling the problem of plastic waste, using recycled materials and creating “closed loop” or circular manufacturing model s, where raw materials can be repurposed again and again. But not just repurposed into a water bottle or a tote, but into high-performance products.
UltraBOOST DNA LOOP uses this transformative approach to designing performance shoes that are ‘Made to be Remade’ from the outset, by using one material type and no glue. Each component is made from 100% reusable TPU – it’s spun to yarn, knitted, molded and clean-fused to a BOOST midsole.
This means that, once UltraBOOST DNA LOOP come to the end of their first life and are returned to us, they are washed, ground to pellets and melted into material for components for a new pair of shoes, with less waste. Each generation is designed to meet the adidas sports performance standard, without compromise.