Environmental Protection Materials Become An Important Material For Sports Brand New Products. Can Environmental Protection Really Capture Market Consumers?

Have you ever thought that selling 1 million pairs of sports shoes made of marine garbage has even become the highlight of Adidas's earnings?

So, when we wear plastic bottles, wool and corn made of sneakers and jerseys, what exactly are the manufacturers and consumers doing?

Sports brand: scrambling for environmental protection?

Last month, Adidas released its new financial report. In 2017, ADI, in addition to the brilliant results of "annual sales rose 16%" and "29% sales growth in the Greater China region", there is another notable achievement: they sold about 1000000 pairs of marine plastic waste.

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At the same time, on the 22 world earth day, all the American football teams (except Washington DC United) demonstrated the 2018 season's jerseys of Adidas's Parley Parley for the Oceans.

"This is where we will continue to invest," said Adidas CEO Caspar rothhard, who interviewed CNBC in March. "We will also sell 100 thousand pairs of fully 3D printed shoes this year," he said.

The sports shoes produced by millions of achievements in marine garbage have become ADI's new product direction.

In 2015, Adidas became a global partner of Parley. In the same year, it launched almost all environmental protection concept shoes made of marine plastic waste as raw materials, and was named "Adidas x Parley".

At the end of June, Adidas brought the first different UltraBOOST to United Nations Headquarters. It had a unique shoe design, and the yarn and other materials came from the waste in the sea, such as plastic bottles and illegal fishing nets.

Then Adidas global executive director Eric Liedtke presented this pair of environmental protection concept shoes at United Nations Headquarters's UN climate change talks.

It is understood that this series of materials comes from recycled marine waste, illegal poaching and fishing nets, and the machine is used to break and decompose plastic bottles, so as to extract fiber materials and other basic materials.

In addition, the upper part is made from 5% recycled polyester (such as fishing net) and 95% recycled plastic, and the raw materials are also floating objects on the sea near the sea. Each pair of shoes can cost 11 plastic bottles on average.

Besides sneakers, Adidas also uses the same kind of shoes.

He made a uniform for Real Madrid and Munich, Bayern.

In addition, during the 2014 World Cup, the jerseys of the 10 national football teams in France, Holland and the United States were made from these recycled plastic bottles.

The 2016 Olympic Games, the United States men's basketball shirt, also sponsored by the business sponsors of commercial plastic bottles, high-tech robes in addition to environmental protection, but also brought a lighter and more breathable wearing experience.

Environmental protection: the choice of fame and wealth

In view of this, the technology that emerged in 2010 was not complicated, but the concept of environmental protection made them quickly capture the favor of the market.

As an environmental protection agency, Parley is responsible for recycling waste and pollutants.

The joint name with Adidas is to arouse people's concern about marine plastic pollution.

For ADI, the new technology of making shoes by using sustainable materials has helped them establish an environmentally healthy image and attract the eyes of the middle class and more consumers. It is understood that the first 7000 pairs were sold on the official website in mid November 2016, each selling at 200 euro yuan (about 1500 yuan).

At the same time, environmental protection products can also gradually weaken the previous brand's "bad reputation".

In 2013, the international Greenpeace organization accused Adidas, Nike, and Lining that sports brands did not reduce chemical toxic emissions in the process of producing products according to their commitments.

In 2011, Greenpeace, a popular support from the public, reported that Ardi and NIKE's factories in China illegally discharge environmental hormones to rivers, which interfere with biological endocrine and harm reproductive systems.

It can be said that environmental protection organizations have been constantly putting pressure on the major fashion brands, although it is difficult to make the factory's environmental protection ideal, but this makes brands want to try their best to reverse this negative image.

Last year, Adidas also launched its first "green" concept retail store in Nuremberg, Germany, equipped with energy saving devices. Meanwhile, Adidas plans to abolish the use of plastic bags in 2900 stores.

Besides ADI, there are more and more brands of green environmental protection.

In September 2017, Nike developed a new type of recycled leather material Flyleather, made of at least 50% recycled natural leather fibers and water, 40% lighter than ordinary leather, and 5 times the durability of ordinary leather, and 90% of the water consumption in the whole production process.

In addition, Nike Grind material is made from recycled materials, and now more than 7 of Nike shoes and clothing products are used on this material.

At the end of 2016, in the two club teams sponsored by Adidas and Bayern Munich and Real Madrid, the first jerseys were made of 308 recycled plastic bottles.

As early as 2013, Puma introduced a biodegradable and recyclable product mix InCycle, of which Puma's basketball T-shirt can be completely degraded.

And in April 2017, Reebok launched a pair of environment-friendly concept shoes, made of organic cotton and sole made of industrial corn.

At the same time, after obtaining $17 million 500 thousand in financing, New Zealand's wool sports shoes brand Allbirds also launched a new sports shoes made from eucalyptus tree fibers.

The main environmental protection products are not only on shoes.

Cyrill Gutsch, founder of Parley, said that the innovative technology developed with Adidas will not stay in footwear, and the use of recycled fiber will be

3D printing clothing products, sports props will be the main direction of cooperation.

Is it a concept or a product?

Now, ADI has extended its environmental products to more fields, and has also focused on women.

Prior to this, ADI and the Yoga life brand WanderlustUltraBoost jointly released a series of garments made of recyclable materials, including tight pants, conjoined clothes, shorts and sports bags.

Alison Stewart, director of Adidas women's series, said: "I know that Adidas's female customers are very concerned about environmental issues."

Now, with new products, you can make changes in the earth for action, which is also good for your health.

In this way, the brand's environmental protection strategy has gained a lot of recognition.

It's still more expensive.

It is understood that ADI's UltraBOOST, UltraBOOST X and UltraBOOST Uncaged three sales in May 2017, the price is 1599 and 1699 yuan.

Therefore, the cost and mass production of such products also need to be emphasized. Especially when 3D printing technology is still incomplete, the problems such as degradability of materials, energy saving of process and disposal of surplus materials must be faced.

While environmental protection becomes a product characteristic, it should be vigilant against it becoming a marketing tool.

The new technology of Nike NBA is made of plastic bottles, but it has become a big problem at the beginning of this season.

Today, more and more scientific and technological means are constantly letting sports products into people's lives, and also increasing the scene of sports. Technological progress has promoted the participation of sports, and has also made human life change qualitatively. However, marine environmental protection and other issues are beyond the technology, requiring more people to participate in the big topic.

Science and technology change life, science and technology change sports, science and technology should be an important means to help the sports industry to reduce costs and increase sales, not just a gimmick.

We also hope that after ADI and Nike, more domestic brands will join the army of environmental protection.