Way Running is introducing a sustainable running shoe, the Way Sustainable Runner. The shoe's uppers are made from merino wool and Tencel, a material obtained from trees, while midsoles are made from recyclable foam. The Way Sustainable Runner can be bought online through a Kickstarter contribution. Users can return the shoes in the same box in which they came in, with Way Running recycling the materials and giving them a rebate on their next pair. The shoe is designed to be as simplified as possible and features no logos or decorative elements. Way Running, a Montreal start-up, was launched by three runners and friends who had worked together in the sporting goods industry for more than a decade.

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