MADE TO BE REMADE
Donny de Meijer
FUTURECRAFT.LOOP is adidas’ first running shoe that is made to be remade. It is a statement of intent to take responsibility for the entire life of their products; proof that adidas can build high-performance running shoes that you don’t have to throw away.
CHALLENGE adidas have been working on this shoe for over a decade and they wanted us, for the first time ever in the brand, to document the process of product development as it was happening. We are continuing to film the project as it continues to develop.
INSIGHT Working very closely with the team at Brand Design, their head marketing department, we developed a treatment and concept for the project. It was important to adidas to make this story feel real and we agreed not to shy away from the reality of such a challenging process.
STRATEGY With 6-months of work across Germany, China, Amsterdam, North America and the UK, we took a dedicated team to film interviews, meetings, tests, factories, running and a whole range of highly confidential IP to really get behind the scenes of how adidas create. We wanted to capture never-before-seen processes and uncover the truth behind how hard this journey has been for Adidas.
SOLUTIONS We made an initial 5-minute documentary which went live on their YouTube and Instagram channels the day of the launch.
We also created a 90” version for the launch which was screened on a 360º projection installation and Dolby Atmos™ sound system to an audience of 200 key influencers in Brooklyn, New York. Featuring Willow Smith, and adidas CMO, Eric Liedtke, all the invitees received a pair of the shoes to become the first real-life beta testers which will are continuing to document and film allowing us further expand our documentary and capture the start of the end of waste.