Materials startup Novoloop brings its upcycled rubber to On’s new running shoe

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Making sneakers is a dirty business; One that is heavily dependent on fossil fuels. Shoe companies have experimented with a variety of ways to reduce their footprints, from uppers made from recycled plastics to midsoles made from cane-derived foam.

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Now, there’s a new way – upcycling. Materials startup Novoloop and running-shoe maker On will announce a partnership later today to produce an outsole made from upcycled thermoplastic polyurethane. It’s one of the ingredients that’s debuting alongside On’s new climate-friendly sneaker, the Cloudprime.

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

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