ADI Nike And Other Environmental Technology Upgrading, Green Consumption Into A Major Trend

Recently, Adidas CMO Eric Liedtke said in an interview with Financial Times that Adidas will make full use of recycled polyester fibers on its own clothing and footwear products starting in 2024.

In addition to Adidas, Nike, Reebok and other sports brands also launched products made of environmentally friendly materials.

According to Adidas's plan, in its 2019 spring summer clothing series,

The utilization rate will reach 41%.

In the past two years, Adidas has been working with a marine eco environmental organization named Parley for the Oceans to introduce running shoes Ultraboost Uncaged Parley made of marine plastic waste.

Last year it sold around 1 million pairs and is expected to reach 5 million pairs this year.

In September 2017, Nike introduced a new type of recycled leather material Flyleather, made of 50% recycled natural leather fibers and water, 40% lighter than ordinary leather, but five times the durability of ordinary leather, and 90% of the total water consumption in the whole production.

Nike has been recognized for four consecutive years as recyclable in the industry.

The largest number of enterprises in fiscal year 2017, 75% of Nike footwear and clothing products used recyclable materials.

In fact, in addition to Adidas, Nike, Puma and Reebok and other sports brands also pushed by recyclable materials made of shoes products.

Nike's Nike Grind material is recycled from existing products and materials.

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

In addition to Ultraboost Uncaged Parley sneakers, Adidas also used the same materials to make a uniform for Real Madrid and Munich, Bayern.

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

"Sporting goods such as plastic bottles, wool, corn and other environmentally-friendly materials, such as sneakers and jerseys, are becoming new favorites in the international market."

Adidas sports (China) Co., Ltd., a sales manager surnamed Zhang, told the China Daily News reporter: "Ultraboost Uncaged Parley this kind of running shoes use regenerated polyester shoes made of comfortable shoes feel comfortable, and the original polyester material running shoes in comfort almost no difference.

Color matching is also marine blue, fresh and beautiful, which is very popular with young people.

Some of the fans of Adidas specially bought the collection, which is more expensive than the ordinary running shoes, but the market feedback is also good.

At the moment, many famous brands are closing to the concept of green protection.

The head of Parley said that the innovative technology developed with Adidas will not stay in shoes, and the use of recycled fiber as material 3D will be the main cooperation direction for printing clothing products and sports equipment.

The supply volume of recycled polyester materials in China is more than 2 million tons per year.

At the beginning of 2018, with the implementation of the "prohibition order" and the initiation of various environmental supervision actions, the recycling of domestic recycled polyester became the focus of the industry.

Adidas's sales manager believes that under such circumstances, the announcement of the use of environmentally-friendly recycled polyester or the adoption of a sustainable alternative can fulfill corporate social responsibility on the one hand. On the other hand, it can also create topics for enterprises, attract attention, win consumer support, and do not lag behind competitors. It is a positive marketing tool.

However, there are also some problems such as cost and profit.

Ultra BOOST Parley shoes Adidas China official website sells from 1500 yuan to 2000 yuan, which is generally higher than that of other running shoes.

Although in 2017, over 1 million pairs of running shoes made of marine plastic garbage were sold in 2017, the proportion of sports shoes sold hundreds of millions of pairs per year was very small.

For the full use of recycled plastics by 2024, Eric Lidtke, head of Adidas global brand, said that it could take 6 years to achieve this goal because it could not digest the cost in a short time.

Even if Adidas is so, the cost and profit pressure of other scale enterprises will be greater.

For profit problems, Guo Hesheng, Secretary General of China Light Industry Enterprise Management Association, told Chinese business newspaper reporters that the environmental protection of the whole production line does not necessarily increase the cost. If a positive cycle is formed, the cost of the enterprise may also be reduced.

Sustainable, low-carbon and greening are the requirements of the state for the development of enterprises. The state is establishing the environmental protection standard of the industry, and the enterprises should also shoulder more social responsibilities.

"Consumers' awareness of environmental protection is constantly increasing, and consumer demand is also upgrading.

Recycling and upgrading of green technologies are also the trend. Some enterprises should not only satisfy consumers' needs, but also guide consumers to make green consumption.

Guo Hesheng said.

In addition, Guo Hesheng believes that no matter how many polyester recyclable can be achieved, with the participation of these world-renowned enterprises, its huge brand appeal and the basic global coverage of business influence will be regenerated.

The sustainable and high-value development will create broader space.