Futurecraft Loop: Made To Be Remade

The project

Futurecraft.Loop is a running shoe made to be remade: once worn out, it is ground down and turned into the next pair. adidas had been working on it for over a decade and, for the first time in the brand’s history, wanted the development process filmed while it was happening, setbacks included.

Together with Sodium Films and adidas Brand Design, we followed the project for six months across Germany, China, the USA, the Netherlands and the UK: interviews, meetings, lab tests, factories and runs, with access to highly confidential processes that had never been shown before. The result is a series of films, from the Made To Be Remade documentary to the Gen 2 progress film and the launch in New York.

CREDITS

Client: adidas
Production company: Sodium Films
Senior Producer: Kim Wolffensperger
Creative Director: Nick Cline
Senior Creative: Anne Cote
Art Director: Donny de Meijer
Sodium Producer: Phil Barber
Senior Creative Producer: Eleanor Fitzgerald
DOP: Matt Gentleman
1st Assistant Camera: Aidan Bryan
Camera Operators: Sam Conner, Ben Brown
Editor: Harley Spence
Production Sound: Connor Bennett