- Recycled loop Sourcing recycled raw materials from outside of its own products, namely 100% recycled polyester or Parley ocean plastic waste (upcycled plastic waste collected on shorelines and coastal areas).
- Circular loop Producing products that can then be recycled and remade into new Adidas products – “made to be remade”. It has launched an Ultraboost trainer that can be returned, recycled and subsequently remade into a new pair, with the aim to expand this concept to more franchises and categories overtime.
- Regenerative loop Where products cannot fit into the above categories, Adidas aims to make these products from natural materials that can biodegrade.
Management has in fact set a target for 100% of its products to use only recycled polyester by 2024 aided by the introduction of its sustainable fabrics. All of which sounds positive, but we wanted to see first-hand how sustainability was embedded into the company’s marketing and products on the shop floor.
- Primeblue This is a high-performance yarn made with at least 50% Parley ocean plastic.
- Primegreen This is a series of high-performance materials that are made from recycled ingredients.
- Expanding sizing in apparel ranges Previously there was a separate section for plus sizes. This has now been replaced with expanded sizing integrated across all ranges as well as the use of plus-size dummies to model clothes for both women’s and men’s ranges. This helps promote inclusion in sport and exercise.
- Greater focus and dedicated innovation around women’s training Adidas has increased investment in women’s training ranges. This was evident in-store from the impressive technical items in the women’s Terrex outdoor range to displays of its exciting new women’s Tennis range.
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Reporting Currency: USD