Adidas' Fully Recyclable Trainers Have A Never-Ending Lifespan

Entirely recyclable footwear would have been unimaginable a few years ago. But Adidas has achieved the first fully recyclable trainer that has a never-ending lifespan for spring 2021.

Adidas has recently debuted a Futurecraft Loop model made from 100 per cent recyclable material.

The Futurecraft Loop model is made from 100 per cent recyclable material. Working with Parley for the Oceans (an organisation that addresses threats to the world’s seas), the two companies have created a trainer made from yarns and filaments from reclaimed marine plastic waste. “Taking plastic waste out of the system is the first step, but we can’t stop there,” said Eric Liedtke, executive board member at Adidas, in a statement. “What happens to your shoes after you’ve worn them out? You throw them away – except there is no away. There are only landfills and incinerators and ultimately an atmosphere choked with excess carbon, or oceans filled with plastic waste. The next step is to end the concept of ‘waste’ entirely. Our dream is that you can keep wearing the same shoes over and over again.” Unlike other Adidas trainers, which are usually made from 12 different materials – such as glue, polyester, rubber, synthetic fibres and foam – this new model uses just one (a form of thermoplastic polyurethane).

In the newly launched campaign, Willow Smith explains the cyclical process which the brand shared on Instagram. In short: a pair of trainers can be returned to the brand, broken down and reused to create another pair.

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Adidas unveils it's official Game of Thrones collaboration

House of Lannister trainer

Adidas has just announced its official collaboration with the hit HBO series, Game of Thrones.

This new collection of Ultra Boost sneakers is comprised of six distinct pairs that are inspired by various houses and characters from the acclaimed fantasy series: House Stark, House Lannister, the Nights Watch, the White Walkers and two different versions of the House Targaryen theme.

Each pair comes with the shows logo emblazoned on the insoles of the sneakers as well as each house's logo and motto printed on the heel tag and tongue.

The Adidas x Game of Thrones collection drops on March 22 ahead of the final season's premiere on April 14.

Retail price: $180

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Stella McCartney's new adidas collection champions eco-friendly materials

We all know that Stella McCartney is committed to creating fashion that is as sustainable as possible. Not only has she never used fur or leather in her collections, she also invests in new technologies and works alongside conservation charities to protect the environment. In fact, there’s even an entire ‘Sustainability World’ section on her official website – a page dedicated to explaining all the ways her label is committed to sustainability, and providing information on initiatives she supports.

This combination of ethics and innovation is written across her AW18 collaborative collection with adidas. Aesthetically, McCartney chose to experiment with flashes of animal print, arresting streaks of colour and structured silhouettes, creating a new twist on sportswear staples.

Most importantly, the range is designed for anybody to wear. To highlight this, Dazed enlisted the skill of photographer Dean Davies and tapped a diverse cast of models to show off the collection in some distinctly non high-fashion surroundings. There’s an effortless beauty to the laid-back photos, all of which contrast the eye-catching collection with natural backdrops. Who knew an orange puffer could pop so hard against a chainlink fence?


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Why Kanye West's Adidas Yeezy is suddenly so easy to buy now

When a massive re-release of Kanye West’s Yeezy shoes — the Adidas Yeezy Boost 350 V2 in triple white — dropped this week, fans noticed something different: While the shoes have historically sold out in minutes, this time around, sneakerheads found them easily available.

Fans of the shoes said as much on social media, where rather than the usual complaints about the shoes selling out before they could buy them, customers marveled that they were able to fetch pairs so easily.

Is the sudden availability of the sneakers linked to the fact that 2018 has arguably been the most controversial year of West’s career? Between his repeated expressions of support for President Donald Trump, his remark that slavery was a choice for African Americans, his beefs with various celebrities for purportedly disrespecting his wife, and his just-announced plans to move back to his hometown of Chicago, he’s made plenty of headlines lately.

All this press may have helped drum up hype for the rerelease of the Yeezy Boost 350 V2 — on Thursday, both West and the sneakers topped Twitter’s trend list for several hours. But the ease with which fans, and normies, for that matter, can now purchase a pair of Yeezys likely has little do with West’s many scandals and everything to do with Adidas’s marketing strategy.

This drop marks Adidas’s largest release of Yeezys, with up to a million of the sneakers reportedly available. When the Adidas Yeezy made its debut in 2015, the company released it in very limited quantities, and the scarcity of the product helped to give the shoes a cult following. But research shows that it’s bad for companies to use product scarcity as a long-term strategy. Rather than promote brand loyalty, the ploy can actually make customers stray.

So Adidas’s decision to release enough Yeezys to allows fans to buy multiple pairs doesn’t necessarily mean the shoes have lost their appeal or that West’s many scandals have hurt the brand. It signals Adidas has decided it’s the right time to give customers what they’ve been clamoring for.

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Adidas, Supreme and Gucci are top brands with young people

Teens are flocking to streetwear labels — and running from brands that have not embraced the trend, according to survey by Piper Jaffray.

Demand for clothes and shoes with a “street” aesthetic soared up the investment bank’s semiannual list of brands teens listed as their favourite in a survey of 6,000 young consumers. Adidas cracked the top 10 for the first time among teens whose household had an average income of about $100,000, while Supreme rose from 10th place last fall to 7th in the latest survey. Vans saw the biggest gains in the footwear category, from the preferred choice of 9 percent of teens a year ago to 16 percent in the spring survey.

Streetwear’s rise came at Nike’s expense. The company remained the most popular apparel brand, but was picked by just 23 percent of teens, down from 31 percent a year ago.

“Both Vans and Adidas have this ‘open-source’ platform where they allow pop culture to help guide and influence how they are positioned with the consumer today,” said Erinn Murphy, senior research analyst at Piper Jaffray and co-author of the report. “Having a very collaborative environment when it comes to the softer side of brands is very important. Both of those brands were open to that, whereas Nike has historically been a performance-led company.”

Brands taking a reinvented approach to their 1990s archives — the era of logo mania — are also appealing to teens, Murphy said. Gucci entered the top 10 in the latest survey, while lower-priced brands that heavily feature their logos, including Tommy Hilfiger and Champion, have also gained.

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