Launch event for the first-gen FUTURECRAFT.LOOP shoe which 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.