This one is pretty incredible and I love the concept! Adidas just released info on their new “Messi’s cleats today, recycled into yours tomorrow” campaign, where they are taking used boots and finding a way to integrate them into future releases. Not only is it friendly to the environment, but who wouldn’t love to have a piece of Messi’s magic in their boots!
Adidas today announced Sport Infinity, its plan for a new breed of sporting goods that will never be thrown away. Instead, soccer players will be able to constantly reimagine and recycle their dream products using an inexhaustible 3-D super-material. Every gram of sportswear, including the boots of Leo Messi, will be broken down and remolded in a waste-free, adhesive-free process that gives consumers more personalization than ever before.
Four-time FIFA Ballon d’Or winner Leo Messi said:
I am proud that adidas is working to make sure that all of their boots, including mine, are being made in a way that protects the environment. For me, this is the future of football.
Sport Infinity is a research project led by adidas and funded by the European Commission, which brings together a variety of industry and academic experts and combines broken-down sports products with excess materials from other industries. The soccer cleats of the future could contain everything from carbon used in aircraft manufacturing to fibers from the boots that scored during the World Cup.
The new super-material will make every sports fan a product designer. A pair of cleats can be restyled as often as the wearer wants without worrying about waste. Whether to keep up with the latest trends or react to on-pitch needs, the soccer fan of the future will never wear old cleats again.
What do you guys think about this idea? And on a serious note, would you be more interested in the Adidas brand if you knew there was a possibility that a pro player’s recycled boots were a part of your new pair?