The Adidas FUTURECRAFT.LOOP is the future of footwear. The running sneaker is produced entirely from recovered plastic waste, making it the world’s first 100% recyclable shoe. In the FUTURECRAFT vision, when a runner wears their sneakers down, they return the pair to the manufacturer. Adidas then grinds up and remakes the shoes to send back to the customer, in one revolutionarily sustainable loop.

For the sneaker launch, Adidas dreamed of an event experience that told the story of the shoe — reflecting the transition from a linear to circular manufacturing process.

With event planning by Matte Projects and visuals by RESN, The Endless Co. engineered an immersive projection show for the sneaker launch in the Brooklyn Navy Yard’s Duggal Greenhouse.

The 200+ athletes, creators, and influencers in attendance first walked through a linear projection tunnel, immersed in piles of plastic waste falling from the ceiling. The end of the tunnel opened up to reveal a vast expanse of concentric projection circles: curved screens wrapped around center stage and displayed RESN’s imaginative visuals of a world without waste.

The journey through the space mirrored the product story: attendees left the linear production model in the past, and entered the circular process of the future.

We worked for over six months on the technical direction necessary to project RESN’s graphics onto 10,000 square feet of flat and curved displays. We coordinated over 30 hidden 4K projectors for the 45-minute launch.

The event featured talks by Adidas executives and an appearance by Willow Smith in a dynamic combination of projection, cinema, and spatial design.