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Adidas’ Newest Innovation Combines Sustainability and Customization

Imagine a future where sporting goods will never be thrown away. On Thursday, Adidas introduced Sport Infinity, a new sustainable initiative funded by the European Commission, which uses an “inexhaustible 3-D super-material” that can be constantly recycled into new custom products.

Adidas plans to roll out the material first in soccer footwear, including soccer legend Leo Messi’s cleats. Each gram of footwear can be broken down to be remolded again in a waste-free, adhesive-free process, allowing consumers to personalize their products. Shoes can be restyled as often as the wearer wishes without creating waste, Adidas reported.

“This is a game-changing development for football fans. Over the next three years, Sport Infinity aims to end the days of throwing away football boots,” Gerd Manz, Adidas vice president technology innovation, said in a statement. “Instead, every pair of boots is not just recycled but reimagined to the consumer’s most personal specifications,” he continued.

According to the Wall Street Journal, the shoe is a concept shoe only, and it will be turned into a consumer product in coming months.