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Adidas and the mainstreaming of the circular economy
02-27-2017, 02:04 AM
Post: #1
Adidas and the mainstreaming of the circular economy
The example I believe has the greatest possibility for affecting overall brand perception, though, comes from Adidas. adidas nmd primeknit xr1 They’ve created a shoe and now a swimwear and apparel line made from ocean plastic via a partnership with Parley for the Oceans. In fact, the early reports I read on this stated that 95 percent of the shoe’s upper is made from recycled ocean plastics,dredged up from near the Maldives.

The shoe looks very cool, and Adidas says they’ll produce a million of them in 2017. I’m hopeful that’s enough scale to make the price point right and create a market signal that "this is how we do it around here. adidas nmd runner pk Very importantly, the swimwear’s design clearly indicates it’s about saving the oceans so, back to the nearly half of us who want to be seen as someone who buys eco-friendly products, it lets us make a statement about who we are simply by putting it on.

For years, when we’ve asked Americans to name a few green companies, we’ve heard Toyota mentioned frequently. When we’ve asked why, the answer always has been, Because of the Prius. adidas nmd city sock I think these products may do the same thing for Adidas. If Adidas spends real marketing dollars on them and makes them widely available to folks, people will begin to see Adidas as a green company.

Which will be fantastic for Adidas and, it should be noted, also will place a responsibility upon Adidas they’ll need to live up to across the board. adidas nmd c1 That begs the question: What is it that consumers want to see companies doing that would demonstrate that they’re environmentally friendly good guys? As we parsed the data from our 2016 Eco Pulse study, two answers rose to the top, regardless of sector.
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