Today, Adidas introduced its new business strategy ‘Own the Game’ during a virtual investor & media day. Among other things, the German sports giant announced that it wants to continue to expand the company’s activities in the area of sustainability.
As Adidas states, already today, six out of ten Adidas articles are made from sustainable materials. By 2025, the company wants to produce nine out of ten articles from sustainable materials by expanding its 3-loop system: recycled loop (made from recycled materials), circular loop (made to be remade), or regenerative loop (made with natural and renewable materials).
Adidas says that it has been researching fully recyclable or biodegradable materials for some time already and aims to only use recycled polyester in every product from 2024 onward.
Adidas strategy ‘Own the Game’ graphic
On the specific product side, Adidas bets on new vegan, fully recyclable, and biodegradable versions of the lifestyle silhouette Stan Smith. Further innovations to create sustainable products and processes are already in the making. In the coming months, Adidas will launch the Ultraboost DNA Loop in larger quantities for the first time. Once this version of the running shoe reaches the end of its life cycle, it can be shredded to pieces and reused.
In addition, the communication and marketing for products made from sustainable materials shall be intensified, while product takeback programs shall be rolled out at a large scale.
Furthermore, Adidas wants to reduce its CO2 footprint per product by 15% by 2025. To this effect, the company is working closely with its partners in the global supply chain to reduce energy and material consumption and make greater use of green energy sources.
Adidas aims to achieve climate neutrality in its own operations by 2025 and overall climate neutrality by 2050.