The accumulation of plastic waste is an escalating problem across the globe affecting every aspect of our ecosystem. According to adidas, for every person on the planet there is one ton of plastic, and nearly 80% of this plastic has become plastic waste.
The company realized the impact their current practices had on the environment and committed to ending their plastic waste through various sustainable product initiatives. James Carnes, VP Global Brand Strategy at adidas, added, “We’re not just focused on changing how we do business; we’re dedicated to changing how our industry does business.” This year marked the launch of Primeblue and Primegreen fabrics for adidas. Primeblue, a performance fabric which contains Parley Ocean Plastic, and Primegreen, a performance fabric which contains no virgin plastic, will help the company reach their goal of using over 50% total volume of recycled polyester by the end of 2020.
Their present and future commitment comes to life through the Three Loop Strategy, which focuses the brand’s efforts on creating three distinct categories of sustainable products:
- Recycled Loop – Made from Recycled Materials: The introduction of Primeblue and Primegreen performance fabrics, among other initiatives
- Circular Loop – Made to be Remade: Products made with materials that are capable of being recycled after the product’s lifecycle is over
- Bionic Loop – Made with Nature: adidas’ ambition to create a future where every product can have multiple lives before ultimately returning to nature
S&S Activewear, the exclusive distributor of premium adidas products to the wholesale market in the U.S., recognizes the aspects of adidas that are sure to make them a client favorite. On top of celebrity collaborations with big names like Beyoncé, Kanye West and NFL star Patrick Mahomes, the prestigious brand is creating even more sales opportunities through their sustainability and recycled material initiatives. Eco-conscious brands and end-users are already drawn to premium brands, like adidas, for their product longevity, and an effort to reduce plastic waste only increases the appeal.
S&S also points out that adidas has long been a crowd favorite for many industries. In the automotive industry, for example, many car manufacturers appreciate the quality and the sustainability that adidas brings that often mirrors their own company values. The tech industry has a large population of consumers that want to support brands committed to lessening their negative impact on the environment. Many companies in the wellness industry find that their brands pair well with apparel brands that have an emphasis on both health and social responsibility. The outdoor lifestyle industry also goes hand in hand with brands like adidas for similar reasons: adidas is committed to their products and to the planet.
Through various initiatives and their Three Loop Strategy, adidas is paving the way for other companies to work toward ending plastic waste. With a long-standing commitment to the environment, and a commitment to the innovation that makes these sustainability goals possible, adidas is well on their way to achieving climate neutrality within the next few decades.