We’ve talked a lot in this space about the overwhelming glut of plastic waste circling about in the oceans, and the massive additional amount still finding its way into the waterways each and every day.
We’ve highlighted a few initiatives manufacturers have started to try and break the cycle by turning recycled plastic into consumer goods. But few are as large, and growing as rapidly, as the partnership between Adidas and Parley For The Oceans. Adidas and Parley have been working together since 2015, but Parley founder Cyrill Gutsch started promoting the idea of creating apparel from recycled plastic bottles in 2012. Working with Adidas, complete running shoes, including laces, heel webbing, heel lining, and sock liner covers, are made out of recycled plastic. Pretty cool isn’t it? In all, 11 plastic bottles are used for each pair of shoes.
How do they do it? Plastic waste is intercepted on beaches, like in the Maldives, before it can reach the oceans. That upcycled plastic waste is then made into a yarn, becoming a key component of the upper material of Adidas footwear.
"Sustainability at Adidas goes far beyond recycled plastic," Executive Board member Gil Steyaert, responsible for Global Operations said in a release. "We also continue to improve our environmental performance during the manufacturing of our products. This includes the use of sustainable materials, the reduction of CO2 emissions, and waste prevention. In 2018 alone, we saved more than 40 tons of plastic waste in our offices, retail stores, warehouses, and distribution centers worldwide and replaced it with more sustainable solutions."
In 2016, Adidas pledged to stop using plastic bags in its 2,900 retail stores around the world, aiming to save 70 million plastic shopping bags by switching to paper bags. According to Eric Liedtke, the head of Global Brands, by 2024, Adidas wants to produce all of its product—from footwear to apparel—out of recycled plastic from the ocean.
Adidas’ efforts at growing their overall recycled plastic shoe count is impressive. In 2017, around 5.5 million plastic bottles were used to create 1 million UltraBoost runners in three different versions. There were 5 million made in 2018, more than doubling to 11 million in 2019.
As we’ve said before, there is no question of the correlation between those consumers wanting to make a difference and the kind of consumer loyalty that shells out a $220 suggested retail shoe price. But does the shoe deliver? On the review site RunRepeat, the answer is mostly “yes.” Several testers noted that the Adidas Ultra Boost featured a fashionable design, stating that it worked well as both an athletic shoe and a choice for casual walks. The shoe received a lot of praise for its appealing look, its durable components, and the responsiveness of its mid-sole. There were some detractors, of course, who mentioned the price tag, as well as the quick wearing of traction nodes on the outsole and a narrow fit, but that’s to be expected when it comes to consumer reviews, some good, some not so good.
So how does this concept fit into something that can help make more sales for you? I imagine you have sustainably sourced products in your catalog, or items touting manufacture from post-consumer waste. Not surprisingly, these products are more expensive. You’re selling in a market dominated by price. Have you heard the notion that it’s actually harder to sell with the cheapest price?
If you are selling on low prices, you really have nothing else to sell. Your client has turned you into a commodity seller, now with no opportunity to sell on the value propositions you might actually have to offer. You’re just the “lowest price guy/gal,” which really isn’t much in terms of a brand/company/vendor value proposition. Why not take the opportunity to break out of that mold? Probe to see if your clients wouldn’t really prefer items in your catalog that represent how much they care about making a difference in the environment. Engage in dialog with your clients to see if they really care about what their customers think about their brand, and about how you might be able to help them on that front. You just might be surprised by their response.
Jeff Jacobs has been an expert in building brands and brand stewardship for 40 years, working in commercial television, Hollywood film and home video, publishing, and promotional brand merchandise. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He retired as executive director of Quality Certification Alliance, the only non-profit dedicated to helping suppliers provide safe and compliant promotional products. Before that, he was director of brand merchandise for Michelin. You can find him volunteering as a Guardian ad Litem, traveling the world with his lovely wife, or enjoying a cigar at his favorite local cigar shop. Connect with Jeff on Twitter, LinkedIn, or Instagram, or reach out to him at jacobs.jeffreyp@gmail.com.