Materials startup Novoloop brings raised rubber to ON’s new running shoes • TechCrunch


Sneakers are dirty. business Highly dependent on fossil fuels. Shoe companies have tried a variety of ways to reduce their footprint, from plastic uppers to foam from sugar cane in the midsole.

Now, there is a new approach – cycling. Materials startup Novoloop and running shoe manufacturer On today announced a partnership to produce an output made of thermoplastic polyurethane. It’s one of a host of materials being launched with ON’s new climate-friendly sneaker, the CloudPrime.

The partnership will be announced later today at an Elemental Expert event as part of Climate Week in New York City, and TechCrunch has exclusive details about the collaboration, Novoloop’s novel material and how it was made.



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