A PR stunt that captures the essence of the new Adidas LS Loop Runner. Not just about recycling plastic, but about recycling humanity.

By 2040, more than 37 million tons of waste will end up in our oceans. And while this is happening, we keep spending millions on essentially the same thing - paying outrageous sums for a single Cheeto or even gold toilet paper.

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So Adidas decided to sell exactly what people are already buying: trash.

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We auctioned off trash from iconic athletes—and it worked exactly as expected. The moment a bidder placed the highest offer, that waste was transformed into sneakers, sold at the exact price the trash had been bought for. Every dollar raised was used to clean the ocean.

A unique collection—not just for its design or materials, but for the message it delivers.​​