Adidas doubles down on environmental efforts with “The Loop” recyclable footwear
The last few years have seen athleisure powerhouse Adidas make serious strides in sustainability. The company has been using recycled ocean plastic to create millions of shoes in partnership with Parley for the Oceans, an environmentalist non-profit. Now, the company wants to take it a step further with its new “Loop” shoes – the “first-ever performance footwear that’s made to be remade.” In other words, the first great sneaker that’s 100% recyclable.
Adidas’s share price is up by 27% so far this year
Source: Yahoo Finance
There are two main reasons for pivoting towards sustainability: first, we’re fast approaching the point where technological advancements will make sustainable manufacture cheaper less costly than their less-ethical alternatives. And second, going green is a big deal for consumers – particularly the younger crowd, which Adidas hopes to continue playing well with. Oh, and a third obviously: that you think it’s the right thing to do. Speaking to the last (and least cynical) of those areas, Adidas’s head of global brands, Eric Liedtke, said the company wants to “take responsibility for the entire life of our product; proof that we can build high-performance running shoes that you don’t have to throw away.”
Coming out of Futurecraft, which Adidas set up in 2015, Loop shoes are made with 100% recyclable thermoplastic polyurethane. This highly versatile material allows Adidas to remove glue from the manufacturing process altogether, reducing waste and leading to a product that is easier to recycle as a whole.
Learn more about Adidas’s “Loop” footwear below
Adidas wants to be using nothing other than recycled plastics across the company by 2024. This is a big step towards it. Liedtke explains: “taking plastic waste out of the system is the first step, but we can’t stop there. What happens to your shoes after you’ve worn them out? You throw them away — except there is no away. There are only landfills and incinerators and ultimately an atmosphere choked with excess carbon, or oceans filled with plastic waste. The next step is to end the concept of ‘waste’ entirely. Our dream is that you can keep wearing the same shoes over and over again.”
Dominion holds Adidas in its Global Trends Luxury Fund.
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