Novoloop (formerly known as Biocellection), a startup that converts plastic waste into polyester-based thermoplastic polyurethane (TPU), has announced that its TPU is featured in the outsole of the Swiss shoe manufacturer On’s latest carbon emission-based running shoe the “CloudPrime.”

Novoloop and On had partnered for two years to invest in producing TPU from a plastic waste-based carbon feedstock. This version of TPU contains up to 35% post-consumer plastic content, is recyclable, and has reduced emissions compared to fossil fuel-based TPU. 

On had also demonstrated the performance of the TPU outsole where it outperformed synthetic rubber in abrasion testing and had 10% better wet grip.

Analyst QuickTake: This partnership follows Novoloop’s USD 10 million extended Series A funding round in June 2022 to support the commercialization of its TPU product “Oistre.”  Novoloop has also previously partnered with its investor Bemis Associates to develop apparel bonding solutions in high-performance outerwear using Oistre.