For every person on the planet, there is one ton of plastic, and nearly 80 percent of this ton has become waste wreaking havoc in oceans around the world. As a big company, adidas has been a big contributor to the problem, which is why its actions need to be equally as big. The brand has made a commitment to end plastic waste through innovation and partnerships.
PRIMEBLUE, a performance fabric that contains Parley Ocean Plastic®, is now included in some of adidas’ most iconic and visible performance products, like Ultraboost 20, and in the uniforms of some of the biggest leagues and teams in the world. PRIMEGREEN, a performance fabric which contains no virgin plastic, will be available later this year, and will also be featured in key competitive products. Both performance fabrics will play a significant role in adidas reaching more than 50% total volume of recycled polyester at the end of 2020, and its commitment to END PLASTIC WASTE.
adidas’ commitment comes to life through a Three Loop Strategy, which focuses the brand’s efforts on creating three categories of sustainable products. The first is the Recycled Loop – Made from Recycled Materials, supported by the introduction of PRIMEBLUE and PRIMEGREEN performance fabrics. The second is the Circular Loop – Made to be Remade, products whose life cycles continue after each use, like the Futurecraft Loop running shoe. And the third is the Bionic Loop – Made with Nature, adidas’ vision to create a future where every product can have multiple lives, and then return to nature.
As the original sports brand, adidas continues to create only the best products for its athletes, and these sustainable products are no exception. All of these more sustainable products will meet or exceed all of adidas’ elite performance standards.
The brand is committed to doing even more to end plastic waste in the next decade. Take a look at their planned timeline here:
“We believe that, through sports, we have the power to change lives, and we are dedicated to creating that change. Since 1998, we’ve been developing and introducing innovations to end plastic waste. Our commitment to eliminate the use of virgin polyester in our products by 2024 helps us get one step closer to being a more circular company,” James Carnes, Vice President for Brand Strategy said.
adidas’ products and processes will be a part of a new circular business model that includes extending the life of a product through rental, repair or re-commerce, being remade into new products, and then ultimately returning to nature. The materials can be recycled multiple times, developed from natural resources, or made from cells and proteins in a lab.