On’s 100% recyclable high-performance running shoe created with bio-based resources. Discover the technical details. Join the journey.
Source: Cyclon: the 100% recyclable sustainable shoe | On
FutureLoop is the name of adidas’ 100% recyclable sneaker program.
Watch this before you continue reading, because I don’t really need to write anything if you watch this. I’ll write something anyway, because this video currently has 9,310 views almost two months after it was released, which is good for a small channel, but not very good for an important service and concept from a big brand. I discovered Cyclon after clicking on a completely different sneaker from On Running. That’s a different discussion, but I needed to share this because there are companies developing concepts of sustainability that allow for a more conscientious brand of consumerism… the problem is the majority of sneakers purchased today are bought for style and cost. Eco-friendly footwear isn’t even on the radar of most consumers. For the consumers who are trying to be more thoughtful in their purchasing decisions, the Cyclon should resonate immediately. The issue is pseudo interest in sustainability. Go ahead, watch the video below, because it’s one of the most important programs being implemented. Unfortunately, it doesn’t matter.
Now that you’ve spent a few minutes with the video, and you’re probably interested in it (since you clicked through and read a post about a non-mainstream brand), the shoe won’t be available until Fall 2021. Depressed? Don’t be. On is refining and making sure the method of make can withstand the utilization of the footwear. The 29.99 subscription fee locks you in so that you can participate in this “Netflix of running shoes” styled service. It isn’t a revolutionary concept. In the last five years we’ve seen subscription services from brands, ArmourBox, Avenue A and the Easy Kicks subscription. There are even subscription services from sneaker retailers like the Rockets of Awesome service by FootLocker.
The difference here is the hot topic of the day, sustainability and the circular economy, has been advanced in a similar way to New Balance’s solution for travel and those who want to workout without carrying all of the additional products needed for staying fit while on business trips. It feels odd writing that sentence considering a business trip is now a Zoom conference.
The Sustainability Report #4 | Westin Workout Gear Lending x New Balance: The Sharing Economy
On Running has delivered a sustainable concept for the running enthusiast. The shoe is made from Castor Beans and the entire shoe can be recycled. The FutureLoop from adidas is the same, but the difference here is in the delivery system which is intended to decrease the carbon footprint even further as your subscription doesn’t become active until enough people in your region have joined the subscription service. adidas is launching the FutureLoop as a general release model, on a small scale. This means there is storage for adidas. Whenever a shoe has to be shipped and stored, while the carbon footprint can be negligible, there is an issue with this, or is there?
I’ve been working on reports for resale and retail and in the last few months, more people are buying sneakers than in previous years. The shoes that are selling in these much larger numbers in year over year comparisons aren’t running shoes and hardly any of them are focused on sustainability. That’s because the majority of people buy sneakers based on cost. While many high end sales are driven by fashion and the style conscious who want to be on trend with the latest releases, if you ask those people if they have heard of sustainability or the circular economy, they will probably answer, no. This doesn’t mean that the work On Running and adidas have taken to by creating these more sustainable running shoes is not important. It’s very important, but the problem with eco-friendly options is that unless every shoe is eco-friendly, these concepts don’t change much. People have to be educated on why they should be more thoughtful about their purchasing decisions. Until that happens these concepts can be compared to a paint job placed on a car covered in Bondo with very little body work done before application.
Kudos to On Running and I truly hope that this gets legs and the brand is able to get people “On” board.