Adidas, a global leader in sportswear and footwear, has embarked on a significant journey toward circularity, aiming to minimize waste and maximize resource utilization. This comprehensive exploration delves into Adidas’ past initiatives, current research, and future strategies for a more sustainable approach to production and consumption.
The Evolution of Adidas’ Circularity Journey
Adidas defines circularity as a departure from the traditional linear “take-make-dispose” model, embracing a closed-loop system where resources are reused and waste is minimized. The brand’s commitment to extending the lifespan of its products lies at the heart of this philosophy. A key milestone in this journey was the 2019 launch of the FUTURECRAFT.LOOP, a groundbreaking mono-material performance running shoe designed for recyclability. This initiative paved the way for the development of a full Made To Be Remade (MTBR) collection encompassing both apparel and footwear. The MTBR program underscored the importance of collaboration across the value chain, including waste collection, sorting, and recycling, to effectively implement circular services.
Adidas’ innovative approach to cotton recycling.
While new MTBR collections are paused as of 2024, the valuable insights gained from the program are being integrated into Adidas’ broader sustainability strategy. The initial foray into circularity provided crucial learnings that are now shaping the industry’s approach. Early pilots included in-store trainer cleaning services, rental programs, and take-back initiatives, demonstrating Adidas’ commitment to consumer engagement and practical solutions.
The Wear Longer program, Adidas’ consumer-facing platform for circularity, empowers customers to make conscious choices about extending the life of their products. This initiative offers various options, including repair, care, and resale, ensuring that products remain in use for as long as possible.
Research and Innovation: Driving Circularity Forward
Adidas recognizes the importance of research and innovation in achieving its circularity goals. The company actively participates in publicly funded research initiatives and cross-industry collaborations. These partnerships leverage collective knowledge and early-stage research to develop innovative concepts, prototypes, and blueprints for circular products. Engaging in pre-commercial research allows Adidas to test and explore groundbreaking innovations with minimized risk.
A video highlighting Adidas’ circularity initiatives.
Two prominent projects exemplify Adidas’ research focus:
- Textile Recycling Excellence (T-REX): This collaborative project, led by Adidas, unites 13 key players across the textile value chain. T-REX aims to develop a blueprint for closed-loop sorting and recycling of household textile waste within the European Union, transforming end-of-life textiles from waste into a valuable resource for new business models.
- The New Cotton Project: Completed in 2024, this project, in partnership with Infinited Fiber Company, successfully scaled chemical recycling technology for cotton textile waste. The New Cotton Project demonstrated the potential of a circular fashion ecosystem by showcasing the viability of closed-loop textile sorting and recycling.
The Path to a Circular Future: Collaboration and Regulation
Maintaining and accelerating circularity momentum presents a complex challenge requiring strong collaboration among diverse stakeholders. Adidas actively partners with value chain partners, including collectors, sorters, pre-processors, recyclers, suppliers, and innovators. Collaborations with organizations like Fashion for Good, Textile Exchange, and Circle Economy, along with participation in international research projects, further strengthen Adidas’ commitment to developing recycling technologies, certifying recycled materials, and establishing industry frameworks and guidelines.
The European Commission’s regulations, particularly the EU Sustainable and Circular Textiles Strategy, are expected to play a crucial role in shaping the future of circularity. These regulations provide clear standards and eliminate ambiguity, ensuring that brands adhere to baseline sustainability requirements. Adidas closely monitors these regulatory developments, working with its Government Affairs team to prepare for the impact of the EU Green Deal.
Conclusion: Adidas’ Commitment to a Sustainable Future
Adidas’ journey toward circularity demonstrates a profound commitment to sustainability. From pioneering the MTBR program to investing in cutting-edge research and engaging in collaborative initiatives, Adidas is actively shaping the future of the fashion industry. By prioritizing closed-loop systems, minimizing waste, and extending product lifespan, Adidas strives to create a more sustainable and responsible approach to production and consumption. The brand’s ongoing efforts and strategic partnerships underscore its dedication to a circular future, inspiring change and driving innovation within the global apparel industry.
FAQ
1. What is Adidas’ Made To Be Remade (MTBR) program?
The MTBR program was Adidas’ initiative to create products specifically designed for circularity, focusing on mono-materials and end-of-life solutions. While new MTBR collections are currently paused, the learnings from the program are being integrated into Adidas’ broader sustainability strategy.
2. How is Adidas using research to advance circularity?
Adidas actively engages in publicly funded research and cross-industry collaborations to develop innovative recycling technologies, materials, and business models. Projects like T-REX and The New Cotton Project exemplify this commitment.
3. What is the Wear Longer program?
Wear Longer is Adidas’ consumer-facing platform that empowers customers to make sustainable choices by extending the lifespan of their products through repair, care, and resale options.
4. How are regulations impacting Adidas’ circularity efforts?
European Commission regulations, such as the EU Sustainable and Circular Textiles Strategy, are providing clear standards and guidelines for circularity within the fashion industry. Adidas is actively monitoring and adapting to these regulatory developments.
5. What is Adidas doing to collaborate with other stakeholders in the circular economy?
Adidas is partnering with various organizations, including value chain partners, recyclers, and industry groups like Fashion for Good and Textile Exchange, to drive collective action and innovation in circularity. We encourage readers to share their questions and contribute to the conversation on Adidas’ circularity journey.
