Reebok is making sure to remain as relevant as they have been in the past 20 years. They are doing so with movements that are community based in fitness and they are making sure to endear themselves to the next generation by generating an awesome program called “Cotton + Corn”.
The project is launching this year and will bring to the market footwear that is sustainable and eco friendly. Reebok President Matt O’Toole stated, “Unfortunately, the fact is most shoes just end up in landfills, which is something we are trying to change. As a brand, we will be focusing on sustainability with the Cotton + Corn program as well as other initiatives we have in the works.”
While the brand may not be the mainstream item its parent company has become over the last year, I definitely see why adidas remained adamant about keeping Reebok as a division. The work on sustainable footwear is needed and solves a problem that is a constant point of consideration for environmentally conscious corporations.
Nice job Reebok.