On 11 September 2025, the Alliance Future Tyres (AZuR), of which NEW LIFE is also a member, was presented with the German Award for Sustainability Projects 2025 in Berlin. In the "Overall Concept - NPO" category, the jury recognised the tyre and recycling industry network, which is unique in Europe, for its comprehensive and practical solution for implementing a climate-friendly circular tyre economy.
For Christina Guth, NEW LIFE network coordinator, this award is "a strong sign of the innovative power of the tyre circular economy. The potential to systematically use tyres for longer is enormous - both ecologically and economically. We are delighted to receive this award - and even more delighted that the topic of the circular economy for mobility is finally getting the attention it deserves."
The sustainability seal awarded by ntv, DUP Unternehmer-Magazin and the German Institute for Service Quality (DISQ) recognises projects that contribute to sustainable development with a high degree of effectiveness, innovative strength and industry relevance. The jury praised AZuR as a "highly relevant, concrete and practical project" with particular appeal in the mobility sector.
The close dialogue with politicians, the development of scientifically sound solutions and the establishment of practical standards are helping to make the system viable on a broad scale. AZuR and NEW LIFE are now not only seen as technical flagship projects, but also as a lever for social change. The competition jury emphasised: "The cross-sector collaboration between industry, science and politics is seen as a powerful lever for system change."
Ursula von der Leyen, President of the European Commission, also believes that the circular economy is "the key to Europe's competitiveness and resilience. It reduces our dependence on raw materials, protects the climate and creates future-proof jobs."
The presentation of the German Award for Sustainability makes AZuR's commitment even more visible on the international stage.