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How “Spectacular Failures” Led to Reebok’s Sold-Out Eco-Friendly Cotton+Corn Shoe

After five years of trial and error in R&D that created some “spectacular failures” along the way, Reebok’s 18-strong Future team came up with a smart-looking, $95 casual lifestyle sneaker made primarily of cotton and corn that quickly sold out at launch on reebok.com. The story of how the eco-friendly NPC UK Cotton+Corn shoe came…

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