Adidas's Green Road

Environmental protection is not just a slogan, a publicity, it needs effective strategic planning, pollution control, environmental awareness, and guide consumers' real attention and participation.

At this point,

Indeed, it can be called the forerunner of this green revolution.

In April of this year, Adidas launched the "blue" operation and announced cooperation with Parley for the Oceans, a public welfare organization.

ADI plans to use marine plastic waste to develop product materials, so that consumers can pay attention to and participate in it, and contribute to clean marine environment.

The core of this cooperation is mainly in three aspects: communication and education, research and innovation, and direct action against marine plastic pollution.

Last year, Adidas group began implementing the "green" green development strategy. They said it would phase out the plastic bags of its 2900 global stores.

"Starting from our first Homecourt store in Nuremberg, Germany, we gradually introduced the concept of sustainability into all stores in 2014," said Frank Henk, vice president of Adidas's social and environmental affairs department. "Stopping using plastic bags in all shops is just our first step."

Before expanding its development, Adidas tested the performance of the "green retail store" for six months.

At the same time, it also pays attention to environmental improvement in procurement. In the annual environmental and social report published in April 20th this year, Adidas stressed that in 2014 it increased the proportion of products using Dry Dye dry dyeing technology, and estimated that it saved 100 million litres of water resources worldwide.

ADI also announced that the special technology of the textile industry will expand from the spring and summer of 2016 to its flag.

Production.

In addition, Adidas is still developing virtual sample technology. During the period from 2011 to 2014, a total of 1 million 900 thousand sample products were reduced.

According to ADI statistics, the amount of cotton derived from the "high quality cotton initiative" now accounts for 30% of its total production, and its initial goal is only 25%. The use of recycled chemical fiber in its sports products has also increased significantly.

In addition, ADI signed a cooperation agreement with Bluesign technology company last year, which provides Adidas professional technology for chemical materials used in the textile industry.

Adidas has worked with Parley to develop recycled fibers from recycled marine waste for manufacturing innovative products, and plans to apply the technology to clothing in 2016, possibly including the production of upper products.

The two sides hope that this will enhance public awareness of marine protection and environmental protection.

Last year, Holland fashion tide brand G-StarRaw has already launched a cowboy line with plastic waste recycling as its main cooperation with Parley.

Adidas announced the news in the annual sustainability report, and elaborated on its specific steps to promote the environmental process, such as more sustainable use of cotton and regenerated polyester.

Siri Gotze, founder of Parley for the Oceans, expressed concern about the marine environment and expressed the need for public participation. "We are concerned not only with the new generation of design concepts, technology, materials and products, but also to consumers, athletes, artists, designers, musicians and scientists, so that we can contribute to the marine environment."

In the future, Adidas will take more actions in environmental protection and carry out more cooperation. It has planned to integrate the concept of "sustainable innovation" into brand culture.

While other brands are making waves of wearable devices, Adidas is ingenious to enter the field of environmental protection, develop new technologies for environmental protection, and create high-quality products.

When Adidas once again mentioned "green", consumers will realize that this is nothing to do with profit, but to protect the world's resources. This can not only get consumers' goodwill, but also attract more potential consumers to a certain extent, because after all, environmental protection is something we all should pay attention to and act on.

It can be said that a series of actions taken by Adidas are becoming more effective in the public image.

Greenpeace commended Adidas in March this year and criticized it.

Company.

You know, in 2011, Adidas and Nike were included in the Greenpeace blacklist.

At that time, the group released a report that Nike and Adidas were located in factories in China to discharge environmental hormone substances into rivers, which interfere with biological endocrine and harm reproductive system.

It is worth comparing that in 2012, friends of nature, public environmental research center, Dahl asked, environmental technology and Nanjing green stone five environmental protection organizations jointly released research report in Beijing, pointing out that 22 brands of shoes and shoes, such as 360 degrees, Anta and so on, have great defects in the environmental management of their supply chain in China.

After the report was made public, 19 of them did not make any response, while the 3 only made a perfunctory response.

Many shoe and clothing enterprises are not the first time they have been exposed to pollution problems, but they do not seem to get enough attention from them.

Many brands have also tried other publicity and environmental protection attempts, such as the introduction of "old clothes recycling plan", which is nominally aimed at environmental protection and public welfare, but this is actually a new marketing method to promote sales from the interests of the enterprise itself.

Although Adidas still needs further efforts in the future (Adidas plans to achieve 100% "sustainable cotton" in 2018), it seems that victory is in sight.

Adidas will announce its achievements in the near future and carry out relevant publicity activities to consumers.