Innovation That Matters

Water brand turns old couches into custom running shoes

Sport & Fitness

Vittel Couch Converter transforms customer's old sofas into custom made running shoes to encourage an active, healthy lifestyle.

UNLOCK THIS INNOVATION AND MUCH MORE…

Become a member today and get early access to the ideas transforming our world from just £39 per month*

Exclusive member benefits:

  • Access to over 13,000 innovations
  • Monthly horizon scanning reports
  • Exclusive feature articles

Already a member? Sign in here

We’ve seen countless initiatives designed to encourage exercise — through either rewards or punishments — and now French bottled water brand Vittel is getting in on the act as well. The Vittel Couch Converter service is a marketing campaign aimed at curbing the amount of time Europeans spend lazing around on their couches — by transforming customers’ old sofas into pairs of personalized running shoes.

To begin, customers upload a photo of their sofa to Vittel’s website and send in a cut of the fabric. A team of designers and shoemakers then use the fabric to create a pair of unique sneakers, based on a custom design created for the project. Shoes are sent out within a few weeks and many previous creations can be browsed on Vittel’s site.

You can learn more about the project in the video below:

What other fabrics in the home could be upcycled in this way?

Email: smartel@cditcecrit.com

Website: www.couchconverter.com/fr/dispatch

Download PDF

Springwise Services:
Our expertise in spotting the latest innovations is the best resource to empower your team’s future planning.

Find out More