Elche, June 15, 2026 — Following the strategic presentation of the 2026 Pilot Test for the Collective Extended Producer Responsibility System (SCRAP)—and the completion of the initial phase involving the collection and processing for recycling of footwear gathered by HUMANA and PROYECTO LAZARO via street-side collection bins—GERESCAL has today announced the official launch of its **in-store pilot phase**. This initiative involves the direct deployment of collection bins at retail points of sale, carried out in close partnership with leading footwear brands. The objective is to implement a model of true circularity—one that is both measurable and traceable—to analyze its viability and examine the significant differences in waste management and value when compared to public-space collection.
This pilot project places recycling bins at the official locations of the participating companies, turning the point of sale into the epicenter of shared responsibility with consumers and a way for the brand itself to foster conscious customer loyalty through its circularity plan.
Post-consumer footwear donated by shoppers will no longer be considered waste but will instead become a key source of information and a high-value raw material.
CURRENT SITUATION
- 90.000 toneladas de Calzado desechados anualmente en Espana.
- Currently, nearly 90% ends up in landfills, with no traceability or possibility for recovery.
WITH PILOT GERESCAL
Guarantee of control, analysis, and recovery of waste through reuse, repair, recycling, and energy recovery.
A partnership of leading brands committed to the future of a more circular and sustainable model
The success of this phase of the pilot program lies in the involvement of a cohesive group of committed brands that are serving as pioneers in the Spanish market. Consumers will be able to return used footwear from participating brands and receive various discounts on future purchases, depending on what each brand has decided to offer as a thank-you for the consumer’s participation.
Technology partner for the pilot project: Inescop
The success of this phase of the pilot program lies in the involvement of a cohesive group of committed brands that are serving as pioneers in the Spanish market. Consumers will be able to return used footwear from participating brands and receive various discounts on future purchases, depending on what each brand has decided to offer as a thank-you for the consumer’s participation.
As a consumer, how can I get involved?
The campaign aims to actively engage end consumers through hands-on activities at 61 stores: Find out which stores are participating, learn more, and join in.
Single-brand stores that carry the brand's own footwear
Single-brand stores that carry the brand's own footwear
Traceability for Proper Recovery
The system ensures **full traceability**, tracking the waste from the moment it enters the in-store container until it is processed. Footwear processed through mechanical recycling is shredded and separated into its basic components (fibers, leather, polymers, foam, and metals). These recovered materials will be directly transformed into new shoe soles processed by the local industry, provided the material obtained allows for it. When this is not the case, polymers unsuitable for industrial applications will be tested for use in park surfaces and/or sports fields, and, finally, energy recovery will be pursued to maximize results.
The store team as a driver of change
Participating brands are rolling out specialized training programs for their sales teams, who serve as true ambassadors for the project. Their work focuses on raising awareness about responsible consumption, educating customers about where the donated shoes will go, and assisting customers during the donation process. Furthermore, to maximize the return rate, the brands are considering implementing motivational tactics such as direct incentives (special discounts on future purchases) and emotional loyalty strategies based on the pride of contributing to a more sustainable planet.