— The Challenge —

The adidas futurecraft.loop GEN 2 is the first proof-of-concept 100% recyclable performance running shoe. To pilot the technology, adidas is beta-testing the Loop with influencers and athletes ahead of its launch to a mass market.

— TCO Solution —

In our partnership with Huck and adidas, we meet the artists, sportsmen and activists who are redefining what it means to be creative in a world of finite resources. Creatives who are inspired by sustainability, to celebrate the dawn of circularity in sportswear.

— AT A GLANCE —

• Huck US partnership targeting 18-25 year olds in New York and LA

• Original Huck short film with1.5m videos views

• Two original Huck editorial features

• 4m+ targeted impressions across social activations

— Aaron Kai: Aaron’s Wave —

Inspired by the likes of Keith Haring and Hokusai, Aaron Kai's art is bringing Hawaiian colour to the streets of Los Angeles. Growing up on Hawaii's Big Island has made him all too aware of the fragility of the ocean, but it's also taught him that the best way to deal with adversity is with a smile.

— Jamira Burley: The education activist turning tragedy into triumph —

After her brother was murdered, Jamira Burley dedicated her life to helping disadvantaged communities. Here, she tells us how current conditions are impacting her work – and why she uses running to find moments of peace.

— Jessie Zapotechne: The art therapist using running to fuel creativity —

For Jessie Zapotechne, there‘s nothing more inspiring than running through the streets of New York. Even in the throes of lockdown, her work and the city remain intertwined.