In April 2019, adidas Global unveiled the world’s first-ever 100% recyclable performance running shoe. The first-gen FUTURECRAFT.LOOP shoe was rolled out as part of a global beta program with 200 leading Creators from across the world. In need of an impactful & innovative launch, adidas chose MATTE as a creative partner to produce their largest initiative of the year.
The two-part audio and visual experience featured a 6-screen tunnel, which created a 360 immersive environment detailing the problem of plastic waste in the sports footwear industry. Enveloped by three 30’ screens, guests awaited the presentation in a circular space reflective of FUTURECRAFT.LOOP’s circular manufacturing model. The launch featured three keynote speakers: Willow Smith, Adidas Executive Board Member Eric Liedtke and Global Creative Director Paul Gaudio.
Four hands-on information areas were available to explore the design, materials, up-cycling process, and future surrounding the radical new shoes. Adidas gifted the FUTURECRAFT.LOOP via an outer ring, which lowered from the ceiling, surprising guests and challenging them to run, return the shoes and share feedback on their experience.