While adidas hasn’t been burning up the sneaker market with general release product, they have been placing considerable emphasis on sustainability. Their new three paths strategy (reads more like four paths), similar to Nike’s Move to Zero, is a commendable start, which features a resale strategy as well, but it has its problems.
Source: THREE PATHS SHAPING ADIDAS’ FUTURE TO HELP END PLASTIC WASTE
- Made with recycled materials we are speaking to our products that are made in part with recycled polyester or Parley Ocean Plastic – upcycled plastic waste intercepted on beaches and coastal communities, preventing it from polluting the oceans.
- This is just the start. We’re also building new ways to keep products in play for longer through our Infinite Play program. It will include product takeback, resale, rental and subscription services. We’ll launch a takeback program in the US later this year and we’ll also be trialing a rental program for Terrex products this coming season in France.
- ‘Made to be remade’ is product that’s made to be worn, returned to us, ground up and remade into something new. After three generations of prototypes, we’ll be dropping the first Ultraboost DNA Made to Be Remade, made from 100% TPU, on Earth Day April 22.
- Products that are ‘made with nature’ are sport and streetwear made in part with natural and renewable materials – offering additional innovative options that are created responsibly with inputs based on renewable resources. Today we’re sharing our first footwear created with the underground roots of mushrooms: Stan Smith Mylo.
A few weeks ago Nike announced Refurbished. I discussed it in the following post:
adidas had implemented their resale strategy in the UK and later in India. The company shot a great spot for the program that only garnered 63 views since last year. In essence, it was an announcement that went unnoticed and has probably been overlooked considerably since I haven’t seen anything on the program before and even in a search now, not much information is delivered. The lack of info is evident in the fact that a search for “adidas Infinite Play” doesn’t even show the adidas website on the first page. On the second page their GamePlan A site does show up with a very detailed post.
Brands as big as Nike and adidas simply can’t remove enough product from the marketplace to truly be sustainable. The amount of product generated without regard to eco-friendliness is too vast. Move to Zero for Nike and adidas’ new strategies are admirable, but when you dig into the discussing just a bit, there are problems.
On a UK review website, it shows that Infinite Play was discontinued last year. The obvious reason for this would be Covid-19. But, adidas didn’t give consumers any notice of shutdown. They even acknowledged this on their app in a picture that can be seen on the link above.
As the company prepares a rollout of Infinite Play in the U.S., my immediate thoughts on issues with the concept of Infinite Play is by my research adidas only has 30 stores in the U.S. Unlike Nike who had 339 stores in the U.S. in 2015. Nike has the ability to handle the return of products in a more efficient manner. They can repurpose their product because of the sheer number of outlets they have where they can place those used good. adidas would have to create a return facility in the U.S. Hire staff for the facility and then build a website, or add on to their current digital platform to process orders. If the issues in the UK are a measuring stick, and the fact that the UK is a much larger marketplace and is connected to the homebase of the brand, Infinite Play will be a difficult concept to initiate.
The Made to Be Remade and Made with Nature concepts are so limited in their reach, that like Nike and their Move to Zero products, the strategy is simply an attempt at leveraging good press. The Mylo based Mushroom Stan Smith above will undoubtedly be released in limited numbers and when it’s compared to the recent release from Saucony:
Saucony Jazz Court RFG: Sustainable and Sold Out | Saucony Creates a Sneaker to Rival Allbirds
Both Saucony and adidas are making efforts that should be applauded, but they also have to be taken with a grain of salt. Sustainability is a buzzword. It allows a brand to trend positively in marketing, but ultimately a lot of work has to be done to truly make a difference. adidas is showing a consistent approach to problem solving and that is a good thing.