Saving the planet one shoe at a time

Thu 17 Jan 2013

Tech-crunching sports brand adidas are using a robot knitting machine to tell a narrative which has been illustrated by our comedic artist, Damien Weighill into a two metre long tapestry. This innovative project by digital agency U-DOX International is remarkably blending both old and new technologies for the launch of the adizero Primeknit; the running shoe that pushes sports footwear forward across performance, fashion and sustainability.

The Primeknit is crafted from a one piece knitted upper to minimise waste using 'old technology from the future'; 'the ultimate shoe for humans' is designed to adapt to your feet and breathe whilst you run. Damien’s part in the project is to hand draw the riotous illustrations that narrate the story which will then be knitted into the tapestry by the very same robot knitting machine from the future which creates the actual Primeknits! Damien has invented pterodactyls, spaceships, a combusting volcano and even an ice skating giraffe for the concept.

Just do not panic, for when (eventually) the robots remember their mission to enslave the human race, at least we can run away from them in a pair of ultra precise adizero Primeknits! Watch the full story here.