According to The Robin Report, around 65 – 75 percent of consumers under the age of 35 say that they want brands to be more sustainable; Adidas sustainability initiatives aim to do just that. Naturally, news of climate change and dangers to the environment have made major impacts on the economic arena. And consequently, increasing demand for sustainable products fosters healthy competition among companies. From sustainable fashion to sustainable foods, Adidas sustainability initiatives have shown the company’s deliberate strides towards creating a more circular economy.
Adidas Sustainability Initiatives Include Fighting For Plastic-Free Oceans
In 2017, Adidas and Parley For The Oceans teamed up to tackle the plastic pollution in oceans. Their cooperation created the Adidas Parley shoes. These are sports shoes made out of plastic trash found in ocean
In that same year, Adidas managed to sell one million shoes made out of ocean plastic. And the number of shoes sold is rising. It is not just shoes, either — consumers can purchase shirts, dresses, and pants now too. All of it is recycled from ocean plastic.
Additional to the push for recycled shoes, Adidas sustainability initiatives hope to help the company shift to totally recycled polyester by 2024. Furthermore, the company promises to keep its quality with recycled polyester.
Additionally, the Futurecraft Loop is a shoe that is 100% recyclable. Adidas will sell the new iteration of these shoes in 2021. It is clear that both Adidas and Parley For The Oceans are dedicated to making the ocean a cleaner place.
The founder of Parley has spoken out against plastic pollution, “Plastic is a design failure, just alien matter that shouldn’t be on this planet.”
Creating An Incentive to Recycle
Just a few weeks ago, Adidas sustainability initiatives took one additional stride by launching a voucher system in the UK. Specifically, the system allows consumers to give back their worn-out shoes.
In return, customers would earn up to $25 in credit toward a future purchase.
Afterwards, Adidas would resell or recycle those worn-out shoes. This develops an intrinsic value in the shoes that people own. Additionally, it teaches consumers to shop more wisely.
Adidas Sustainability Initiatives Extend Past Recycling
Five days ago, the company announced its partnership with International Space Station (ISS) U.S. National Laboratory. This multi-year partnership will pursue innovations in both technology and sustainability.
Moreover, this partnership will mark the first time that footwear innovation will be tested in space.
Among many other efforts to communicate sustainability with its consumers, Adidas hosted its annual Run for the Oceans. During the race, which occurs on World Oceans Day on June 8th, had runners log the distance they run in one week.
For every kilometer run, Adidas donated $1 to Parley Education School. These donations aided in educating young people on how to tackle the marine problem. Not surprisingly, Adidas surpassed its goal of $1.5 million.
As consumers become more environmentally aware, so must the companies that provide for them. Adidas and Parley for the Oceans are setting an important precedent for other companies that wish to continue competing in the economic arena.
With companies like Coca-Cola adding to plastic pollution, companies have to make a change if they want continual profits.
Consequently, sustainable products are imperative if companies wish to flourish in a world driven by environmental justice. But Adidas sustainability initiatives are just the first step of many.
Haider Sarwar is a writer at The Rising and a Biochemistry student at the University of Illinois at Urbana-Champaign.