Adidas launched a curious and original initiative to encourage the proper recovery and recycling of plastic. Currently active only in New York City and Paris, the campaign allows you to go to a vending machine where you can throw away plastic bottles. In return, the machine will give you back vouchers you can use to have a discount on the popular Adidas Stan Smith in-store.
The German sporting goods company, partnering with marketing agency Mojo Supermarket for the initiative, will then collect the bottles placed in the binders and use them to produce new items such as the Stan Smiths themselves. They are planning to introduce more recycling machines in other cities this year.
This idea finds space in Adidas’ path towards a more circular economy. In fact, they are planning to use only recycled polyester by 2024. Since 2015, Adidas has partnered up with Parley for the Oceans, an environmental organization and global collaboration network founded by Cyrill Gutsch in 2012. They team up to use Parley Ocean Plastic as an eco-friendly replacement for virgin plastic. The material is upcycled from plastic waste on beaches and coastal communities, just before it ends up in the ocean. In 2020, they used it to produce at least 15 million pairs of shoes. In addition to that, Adidas uses Primegreen (a plastic-free fabric) and Primeblue (made of Parley Ocean plastic) as sustainable materials to produce many of their shoes.
These are not the only projects the company is carrying out in favor of sustainability. They also announced the release of FUTURE.LOOP, a 100% recyclable performance running shoe, where the raw materials can be repurposed into other sportswear products.
Read more about our take on Adidas’ journey towards sustainability at the following link: https://www.soluzioniplastiche.com/post/adidas-esempio-concreto-di-un-brand-amico-dell-ambiente
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