Executives at Adidas have announced an ambitious plan to cut back on plastic waste.
With sustainability and protecting the environment now at the forefront of many consumers’ minds, and plastic waste proving to be one of the biggest polluters of oceans around the world, bosses at the German sportswear giant have committed to minimising use of the product through innovation and partnerships.
“We believe that through sport we have the power to change lives, and we are dedicated to creating that change,” said James Carnes, vice president of brand strategy. “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.”
Since 2012, leaders at Adidas have backed sustainability-focused partners such as environmental organisation Parley for the Oceans and designer Stella McCartney.
But over the next decade, they are pledging to do much more, with 50 per cent of all polyester used in products to be recycled this year, key U.S. sports partners will transition to sustainable uniforms next year, and in 2024, Adidas will use only recycled polyester in all products across the business. Bosses hope to achieve climate neutrality by 2050.
The news comes after actor Jonah Hill announced he had directed Adidas Originals’ new team-themed campaign, titled Change Is a Team Sport, earlier this week. The advertisement features a diverse range of stars, including skater Jennifer Soto, actress Yara Shahidi, entertainer Kerwin Frost, K-pop sensation Blackpink, and Pharrell Williams.
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