Green-Sports Corporate All Stars: adidas Launches Shoe Made from Plastic Ocean Waste; Patagonia’s “Worn Wear” College Tour

Conventional wisdom has it that, given the anti-environmentalist attitudes of the current occupant of the Oval Office, the corporate sector will need to step up, bigly, on behalf of serious action on climate change. With that in mind, GreenSportsBlog will, from time to time, highlight “Green-Sports Corporate All Stars” taking the lead at the intersection of Green + Sports. Today we feature adidas, and its recently launched sneaker made primarily from plastic ocean waste, and Patagonia, the über-Green outdoor sports apparel designer and retailer as it encourages longer life spans for its (and its competitors’) garments. 

 

CORPORATIONS NEED TO STEP UP THEIR CLIMATE CHANGE GAME

The forecast for positive climate change action from the current administration is stormy.

At Tuesday’s sort-of State of the Union, President Trump did not mention climate change. One of his executive orders is designed to eventually allow coal companies to more easily dump waste into streams. Newly installed EPA Administrator, Scott Pruitt, talks longingly about dismantling the very agency he was hired to run and is a climate change skeptic at best.

All is not gloomy on climate in Washington, D.C.—Republican éminences grises James Baker, Hank Paulson, and George Shultz all endorsed, through their newly formed Climate Leadership Council, a revenue-neutral price on carbon; nonprofit Citizens’ Climate Lobby^ continues to press for something similar among members of Congress from both parties, with some modest successes among House Republicans. But with climate change skeptics and deniers in charge of the executive and legislative branches of the federal government, concerted pressure for meaningful, positive climate action will be needed from large corporations that have the heft to force real change, now more than ever.

The news from the corporate sector is mixed. Many have been and are doing great things: from pledging to reduce their carbon footprints and that of their supply chains, to curbing waste, to buying renewable energy and more. But—and this is a huge but—corporations have been much less likely to tout their environmental bona fides to consumers even though they are doing great things. And they have been mute when it comes to lobbying Congress on behalf of action on climate change. 

The good news-bad news on the climate for corporate climate action is also the case in the sports world. Many companies involved in sports are doing the right things, sustainability-wise; fewer are engaging their consumers and/or talking about it.

With that in mind, GreenSportsBlog is today launching a new occasional series, “Green-Sports Corporate All Stars,” in which we highlight the corporations that are making positive things happen at the intersection of Green & Sports.

 

ADIDAS DIVES DEEP TO BRING SNEAKER MADE FROM PLASTIC OCEAN WASTE TO MARKET

“Our ultimate ambition is to eliminate virgin plastic from our supply chain.”

So said Eric Liedtke, adidas Senior Vice President of Brand Marketing, in a November, 2016 press release announcing the launch of the company’s UltraBOOST Uncaged Parley sneaker, made from 95 percent plastic ocean waste.

Talk about thinking—and acting—big!

GreenSportsBlog first got wind that adidas’ plastic ocean waste shoe plans back in July, 2015. It took 16 months for the Herzogenaurach, Germany-based company to turn concept into reality.

The sneakers are made as part of a partnership with Parley for the Oceans, an environmental nonprofit that draws much-needed attention to ocean pollution and waste. Each shoe’s “upper” (the part that goes over the top of the foot) is made from 5 percent recycled polyester and 95 percent waste plastic (plastic bottles, containers, etc.) dredged from the ocean around the Maldives, an archipelago that is existentially threatened by climate change off the southern coast of India. Most of the rest of the sneaker (including the heel, lining, and laces) is also made from recycled material. 

adidas

adidas UltraBOOST Uncaged Parley sneakers, made from 95 percent ocean waste. (Photo credit: adidas)

 

Priced at approximately $US220, the Uncaged Parley started slowly—only 7,000 pair were stocked at adidas retail outlets worldwide at launch in November—but the company is ramping up quickly, with audacious goals for this year: “We will make one million pair of [Uncaged Parley] shoes in 2017,” said Liedtke.

And adidas is not limiting its recycled-content vision to shoes.

In the February 1 issue of The Druma digital marketing-for-good news source, Tony Connelly reports that adidas brought the SS17 Parley swim collection to market. It  features two designs: a wave print that references the source of its fabric, and a Parley inspired graphic. The swimsuits are made from used fishing nets as well as the upcycled ocean plastic waste similar to that used in the sneakers. 

Speaking to Swimming World magazine, Tim Janaway, general manager of adidas Heartbeat Sports said: “Created with the ethos ‘from the oceans, for the oceans’, the Parley swim collection represents our dedication to consistently deliver swim products that protect that waters in which we perform.” Currently, 50% percent of the company’s swimwear is made from recycled material; that percentage is clearly going to rise.

Check out this spot that brings home the true power of the adidas-Parley for the Oceans collaboration:

The SS17 Parley Swim Collection ad (1:37)

 

PATAGONIA ENCOURAGES COLLEGE STUDENTS TO WEAR CLOTHES LONGER 

Athletic/outdoor-wear designer and retailer Patagonia is one of the greenest companies in the world.

It is also one of the most radical. Don’t believe me? Here is an excerpt from CEO Rose Marcario’s 2016 year-end letter:

For the sake of Planet Earth, let’s all become radical environmentalists. This sounds like a big leap—but it’s not. All you need is a sewing kit and a set of repair instructions. As individual consumers, the single best thing we can do for the planet is to keep our stuff in use longer. This simple act of extending the life of our garments through proper care and repair reduces the need to buy more over time—thereby avoiding the CO2 emissions, waste output and water usage required to build it.

Why is repair such a radical act? Fixing something we might otherwise throw away is almost inconceivable to many in the heyday of fast fashion and rapidly advancing technology, but the impact is enormous. I tell you this as CEO of a clothing company that, despite a deep commitment to responsible manufacturing, still takes more from the earth than it returns.

Ms. Marcario can’t mean we should wear clothes longer, thus buying less frequently from, say, Patagonia, can she? Oh, yes she can.

You see, Patagonia has embarked on the Worn Wear program which teaches consumers to repair their gear to keep it in action longer, along with providing an easy way to recycle Patagonia garments when they’re beyond repair.

This year, the Patagonia Worn Wear College Tour repair team is bringing its truck, Delia, to campuses all across the country. The team fixes about 40 garments per day of any brand, free of charge, on a first come, first served basis. They also give quick lessons on how to repair clothes, sell used gear at marked-down prices and screen a short film about the Patagonia ethos, The Stories We Wear.  

patagonia-we-wear

patagonia-worn-wear-donnie-hedden

Images from Patagonia’s Worn Wear College Tour. (Photo credit: Donnie Hedden)

 

The Spring 2017 tour started on February 16 at College of Charleston (SC). It’s in the midst of an east coast/New England swing, stopping at Fashion Institute of Technology (FIT) in New York City today and at Yale University on Monday.  The tour wraps up at UC Santa Barbara on April 26. Click here for the entire spring Worn Wear College Tour schedule.

 

^ In the interest volunteer my time on behalf of Citizens’ Climate Lobby
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