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In April of this year, Adidas launched Blue Action and announced that it will cooperate with the charity organization Parley for the Oceans. It plans to use marine plastic waste to develop product materials so that consumers can pay attention to and participate in the project and contribute to the clean marine environment. The core of this cooperation is mainly reflected in communication and education, research and innovation, and direct actions against marine plastic pollution.
Last year, Adidas Group began to implement a green development strategy, and they said they would phase out their 2900 stores worldwide. Starting from our first Homecourt franchise in Nuremberg, Germany, we brought the concept of sustainability to all stores in 2014. Frank Henk, Vice President of Adidas's Department of Social and Environmental Affairs, said stopping the use of Plastic Bags in all stores is just Our first step.
Before expanding its development, Adidas tested the performance of this green retail store for six months. At the same time, it also focused on environmental improvements in procurement. In the annual environmental and social report published on April 20th this year, Adidas stressed that in 2014, it increased the proportion of products using DryDye dry dyeing technology. The world has saved 100 million liters of water resources. Adi also announced that this special technology for the textile industry will be expanded from the spring and summer of 2016 to its footwear production.
In addition, Adidas is also pursuing the development of virtual sample technology, which reduced the production of 1.9 million sample products from 2011 to 2014. According to Adidas, the amount of cotton from the High Quality Cotton initiative currently accounts for 30% of its total production, and its initial target is only 25%. The use of recycled chemical fiber in its sports series has also increased substantially. In addition, Adi signed a cooperation agreement with Bluesign Technologies last year, which provided Adidas with chemical materials for the textile industry's expertise.
This time, Adidas, in partnership with Parley, will use the fiber from the recycling of marine litter for the manufacture of innovative products, and plans to use the technology in clothing since 2016, possibly including shoe upper production. Both parties hope that this will increase public awareness of marine protection and environmental protection.
Last year, Dutch fashion brand G-Star Raw, has collaborated with Parley to launch a line of jeans based on the recycling of plastic waste. Adidas announced this news in its annual report on sustainable development. It also elaborated on the specific steps it has taken to promote the environmental protection process, such as making more use of sustainable cotton cultivation and recycled polyester.
The founder of Parley for the Oceans, Hirgitzer, expressed concern about the marine environment and said that this requires the full participation of the general public: we are not only concerned with the new generation of design concepts, technologies, materials and products, we also need to condense consumers. , athletes, artists, designers, musicians and scientists, so that everyone can physically contribute to the marine environment.
In the future, Adidas will also take more actions in environmental protection and carry out more cooperation. It has already planned to incorporate the concept of sustainable innovation into the brand culture.
While other brands have created wave after wave of wearable devices, Adidas has taken the initiative to enter the environmental field, research and develop new technologies for environmental protection, and create high-quality products.
When Adidas mentions green again, consumers will realize that this is not about profits, but that in order to protect the world's resources, this will not only get the goodwill of consumers, but also to a certain extent attract more potential consumers, because after all, It is up to each of us to pay attention to it and act on it.
It can be said that a series of actions taken by Adidas have become increasingly effective in the public image. In March of this year, Greenpeace had named Adidas and criticized Nike.
To know that in 2011, Adidas and Nike had been included in the Greenpeace blacklist. At that time, the organization issued a report that Nike and Adidas's factories in China were releasing environmental hormones into rivers. Such substances would interfere with the endocrine of organisms and would harm the reproductive system.
What is worthy of comparison is that in 2012, the Friends of Nature, the Public Environmental Research Center, Dahlgard, Huanyou Technology, and Nanjing Greenstone five environmental protection organizations jointly released research reports in Beijing, pointing out that there are 22 large-scale footwear brands such as 361 Degrees and Anta. There are major flaws in the environmental management of its supply chain in China. After the report was released, 19 of them did not make any response, and 3 only made a perfunctory response. Many shoe and clothing companies are not the first time they have been exposed to pollution problems, but they do not seem to receive their full attention.
Previously, there have been many brands that have conducted other environmental promotion attempts, such as the introduction of old clothes recycling programs. Although nominally for the sake of environmental protection and public welfare, it is actually proceeding from the company’s own interests and can be referred to as promoting sales. Doing a new marketing tool.
Environmental protection is not just a slogan; it is a flaunting slogan that requires effective strategic planning, pollution control, environmental awareness, and tangible consumer attention and participation.
Although adidas still needs further efforts in the future, it seems that the victory is on the horizon. Adidas will announce its achievements in the near future and launch relevant promotional activities to consumers, indicating that Adidas can be called the forerunner of this green revolution.
Recycling the bags you already have is another good idea. These can come into use for various purposes, like holding your garbage, instead of purchasing new ones.
While governments may be working out ways to lessen the impact of plastic bags on the environment; however, each of us should shoulder some of the responsibility for this problem, which ultimately harms us. Plastics are not only non-biodegradable, but are one of the major pollutants of the sea. For a clean and green environment, try to use alternatives to plastic whenever and wherever possible. Cut down your use of plastic, and do your bit to save our planet.
Adidas Acts for Green Action
Adidas Actions for Green Action Date: 2015-05-29 09:47