In April 2019, adidas Global unveiled the world's first-ever 100% recyclable performance running shoe. The first-gen FUTURECRAFT.LOOP shoe was rolled out as part of a global beta program with 200 leading Creators from across the world. Impactful and innovative, the two-part audio and visual experience featured a 6-screen tunnel, which created a 360 immersive environment detailing the problem of plastic waste in the sports footwear industry. Enveloped by three 30' screens, guests awaited the presentation in a circular space reflective of FUTURECRAFT.LOOP's circular manufacturing model. The launch featured three keynote speakers: Willow Smith, Adidas Executive Board Member Eric Liedtke and Global Creative Director Paul Gaudio.