13 December 2019

Insight 08 Customers will see their investment as a lease  

Back

This year, Adidas created the Futurecraft Loop Performance shoe. Made entirely from thermoplastic polyurethane (TPU), it is 100% recyclable. Traditionally, trainers are made using around 12-15 different materials, meaning they are notoriously difficult to recycle. Being made from one material means that this shoe can be sent back to the manufacturer to be recycled as part of a closed-loop system.

As well as being an excellent example of forward-thinking design, it has reinforced the prediction that GenZ is not going to follow in the footsteps of previous generations in their spending habits. Design and design thinking have the potential to steer business models to be more inherently sustainable.  

We believe that this model should be the guiding principle in all future product design and will require a shift in business structure mindset and brand growth. If a customer expects a company to repair, recycle, and upgrade their product, then they will view their purchase as something closer to a lease agreement.

You do not dispose of what you have bought; you send it back to the company you bought it from.

“It's a statement for us to show to the world that we can do better." - Eric Liedtke, Adidas

Back

13 December 2019

Insight 08 Customers will see their investment as a lease  

Back

This year, Adidas created the Futurecraft Loop Performance shoe. Made entirely from thermoplastic polyurethane (TPU), it is 100% recyclable. Traditionally, trainers are made using around 12-15 different materials, meaning they are notoriously difficult to recycle. Being made from one material means that this shoe can be sent back to the manufacturer to be recycled as part of a closed-loop system.

As well as being an excellent example of forward-thinking design, it has reinforced the prediction that GenZ is not going to follow in the footsteps of previous generations in their spending habits. Design and design thinking have the potential to steer business models to be more inherently sustainable.  

We believe that this model should be the guiding principle in all future product design and will require a shift in business structure mindset and brand growth. If a customer expects a company to repair, recycle, and upgrade their product, then they will view their purchase as something closer to a lease agreement.

You do not dispose of what you have bought; you send it back to the company you bought it from.

“It's a statement for us to show to the world that we can do better." - Eric Liedtke, Adidas

13 December 2019

Insight 08 Customers will see their investment as a lease  

Back

This year, Adidas created the Futurecraft Loop Performance shoe. Made entirely from thermoplastic polyurethane (TPU), it is 100% recyclable. Traditionally, trainers are made using around 12-15 different materials, meaning they are notoriously difficult to recycle. Being made from one material means that this shoe can be sent back to the manufacturer to be recycled as part of a closed-loop system.

As well as being an excellent example of forward-thinking design, it has reinforced the prediction that GenZ is not going to follow in the footsteps of previous generations in their spending habits. Design and design thinking have the potential to steer business models to be more inherently sustainable.  

We believe that this model should be the guiding principle in all future product design and will require a shift in business structure mindset and brand growth. If a customer expects a company to repair, recycle, and upgrade their product, then they will view their purchase as something closer to a lease agreement.

You do not dispose of what you have bought; you send it back to the company you bought it from.

“It's a statement for us to show to the world that we can do better." - Eric Liedtke, Adidas