PUMA
RE:SUEDE: An experiment in biodegradability
We created a footwear first: a 100% biodegradable sneaker.
The Challenge: PUMA is living its values by committing to a sustainable future.
90% of shoes end up in landfills. That’s almost 22 billion pairs a year. And worse yet, some materials take 1,000 years to decompose.
As part of their Forever Better programme, PUMA needed a bold statement to prove their commitment to halving waste to landfill by 2025.
Our challenge: dream up a campaign that catches imaginations and kickstarts a revolution in sustainable footwear.
What we did
PUMA’s RE:SUEDE is an experiment in biodegradability that starts with the brand’s most culturally significant sneaker.
We reworked every material, every fibre and every chemical so the shoe can biodegrade into Grade A compost – in short, making it 100% biodegradable. We then enlisted the help of 500 fans, who wore the shoe over a 6-month period and gave us feedback on style and experience.
Once returned, the sneakers were biodegraded for agricultural use.
Once the feedback has been properly examined, we’ll release our learnings to the wider industry, which will hopefully bring footwear a step closer to circularity.
The RE:SUEDE biodegradation process
RE:SUEDE Experiment
55+
countries covered the experimental launch
855+
pieces of coverage including Vogue Business, Bloomberg and Dazed
9.5bn
reach worldwide
Our success
By bringing everyone on the journey. We asked Suede fans to play an active role in the future of their favourite shoe. Furthermore, PUMA is committed to sharing its learnings with the wider industry – enabling other brands to join them on their sustainable revolution. Both demonstrate the brand’s genuine intention to create a better future for everyone.
