“As soon as we’d received the Generation 1 shoes, we were able to start Phase 2. We collected the shoes, recycled them, kept them in our supply chain and ultimately remade the recycled material into new running shoe components. The material is melted and developed into new pellets, which are heated to form new components including the eyelets and outsole. Virgin TPU material is used to create the remaining components of the midsole and upper. The remade and new materials are fused together to create Generation 2: a running shoe in a blue colourway, that remains one material and is still 100% recyclable for the next generation. So, this is where we are today: launching the next generation of FUTURECRAFT.LOOP and one step closer to a consumer reality – all in the space of just eight months. A first for adidas”.
This Co.Project brought together a range of CE100 members to explore case studies and examples of how retailers can engage with their customers post point of sale to unlock economic opportunities. Cranfield University, Arizona State University and PA Consulting Group surveyed 250 consumers in the US, UK, France and Spain on post-sale behaviours – with a survey response rate of 72 per cent. The conclusions in this report reflect the analysis of the survey results, company case stories and the authors’ experience across a range of markets and geographies.
CE100 Co.Project partners that contributed to the wider report include Stuffstr, eBay, Kingfisher, Philips, Waste and Resources Action Programme (WRAP) and the Ellen MacArthur Foundation. This report was co-authored by PA, Walmart and the Ellen MacArthur Foundation.
“In a new plastics economy, plastics will never become waste or enter the ocean in the first place,” said Ellen MacArthur, an ex-sailor who began her eponymous foundation in 2009.
“These winning innovations show what’s possible when the principles of a circular economy are embraced. Clean-ups continue to play an important role in dealing with the consequences of the waste plastic crisis, but we know we must do more. We urgently need solutions that address the root causes of the problem, not just the symptoms.
“To get there will require new levels of commitment and collaboration from industry, governments, designers and startups,” she continued. “I hope these innovations will inspire even more progress, helping to build a system in which all plastic materials are reused, recycled or safely composted.”