Sustainability exercise: New hemp Adidas footwear meets fitness and environmental goals.
As the buzz surrounding Adidas’ provocative new sustainable hemp shoes grows, it is easy to see why Adidas are firmly established as frontrunners in the race towards sustainably branded footwear.
The new Adidas product is an organic, smiley-faced variation on the classic Stan Smith VULC model, a popular skateboarding shoe model with a loyal following.
To create this line, Adidas footwear teamed up with trend-setting retailer BAIT shops to produce the Happy 420 skateboarding shoe. Internet forums have exploded with enthusiasm for the product and consumers are applying for a chance to buy them in their hundreds. The limited edition hemp shoes are primed for release for one-day-only and excitement is high.
With a general move across top-line brands to to meet sustainable goals in style, Holly Williams, Editorial Team @ Bio_BasedWorld explores why this new line of shoes is set to be an instant hit with a new wave of environmentally-concerned buyers and how sustainable brand messaging can be wielded to create brand loyalists.
Adidas hemp shoes
The newly launchedBAIT x Adidas Skateboarding Stan Smith Vulc, one-off organic kicks have been created with all-natural materials @ BaitMeCom , @ adidasskate . The shoes feature hemp materials on the upper footwear with heat-pressed treatment that creates the unique upper patterns that define the edgy look of the shoe.
Other innovative details include a cork in-sole giving the shoe an earthy look.
The new line of trainers also feature a useful secret pocket which has particularly taken off in the imagination of those discussing the shoe style online. The pocket feature has obvious benefits for fitness buffs struggling to store valuables such as money or keys whilst also being a provocative nod to the 4/20 holiday they are on release for.
As is the same across the board for highly sought-after product launches, these shoes will only be available through Adidas traditional raffle system, for one day only (4/20). As a result, while these shoes wont be sold on the open market, contenders are queuing up to pay $120 to purchase them if they are successful in their raffle application. Hundreds of consumers are holding their breath for the upcoming announcement of winners.
Adidas sustainable brand goals
[email protected] adidas are a champion for sustainability, their mantra declares; The ultimate goal is to have a product that delivers high performance, but which is also made in a sustainable way.
Adidas campaign to push ahead with sustainable goals in its footwear is an important move towards eco-friendly alternatives and the pace of its sustainable initiatives is setting an industry standard for brand awareness.
With a generation of image conscious and environmentally aware consumers hungry for eco-friendly alternatives, Adidas is meeting the unparalleled demand for both sustainable and stylish branded goods.
The guiding principles of the Adidas brand is intrinsically linked with responsible materials; founder Adi Dassler started the brand in 1949 with a simple goal in mind: to make athletes better.
As the brand matured and moved into the modern marketplace, innovation is still held at the core of their products and has been translated into sustainable innovation to keep pace with evolving markets. From the moment of their conception to their design, Adidas is pushing for sustainable processes in their products.
The selective choice of materials and manufacture processes are arguably the two main ways by which innovation teams can influence the environmental footprint of their products and there are a few key examples that set Adidas ahead as a proactive sustainable brand.
Every Drop Counts
Adidas’ sustainable process goals are met in a number of ways, including avoiding oil-based plastic in order to reduce global carbon emissions, selecting thinner or lighter materials to produce less overall material waste and equally less embedded carbon. Adidas also champion the process of dry-dyeing clothes to save water, chemicals and energy. Their dry-dying technology is one of the established successes of Adidas sustainable brand initiatives, demonstrated in the pictured infographic.
In conventional processes, it takes roughly 25 litres of water to dye an individual t-shirt. This staggering waste of resources was used as an opportunity by the Adidas innovaton team to reduce unecessary waste by incorporating new drydye technology in material processes.
Drydye technology works by replacing water as the dye medium, dye is instead injected into the fabric using compressed carbon dioxide. The carbon dioxide is then gasified, so that the dye condenses and separates from the gas, thus, the clean carbon dioxide can be recycled and pumped back to the dyeing vessel.
This polyester fabric dyeing process was instantly favoured because it uses 100% less water, 50% fewer chemicals and 50% less energy than the traditional fabric dyeing process respectively demonstrating sustainable initiatives and efficient processes
Since its inception in 2012, integrating this technology has seen over 4 million yards of DryDye fabric produced by the end of 2014 and a total saving of an impressive 100 million litres of water. This sustainable technology, limited to apparel so far, is a game-changer that is set to be introduced to footwear in the 2016 Adidas collection and it is a commendable signifier of Adidas as a serious sustainable brand.
Every Piece Counts
Adidas also uses its core sustainable values in goals to reduce the amount of material it uses in its products.
The Adidas low-waste initiative manifests itself in the production of footwear and fitness apparel designed with fewer unnecessary components. Recycled materials are favoured and the design patterns focus on maximum efficiency.
As with the newly launched hemp trainers, Adidas has a legacy of sustainably produced footwear successes from the Element Soul shoe which is ever-popular with fitness buffs and atheletes alike and its successor the Element Voyager shoe which uses a fractional 12 material parts compared to the average 30 material parts that are usually used in running shoe production.
With a 95% pattern efficiency, made entirely with environmentally preferred materials, Adidas is a clear brand champion for sustainable goals and deliverables.
Adidas is giving the trend for sustainable brands a lunge forwards and delighting buyers.
In Adidas words, the choice to move towards sustainable goals was simple, it resulted in products that are better for consumers and better for the planet too. In this way, Adidas branded sales continue to soar in line with their reputation for sustainable practices.
The launch of its new 4/20 shoes is only the latest example of Adidas making footwear fitness goals environmental goals.
Approaching the innovation challenge from an environmental perspective has firmly established Adidas as a formidable, relevant and popular brand for a new wave of consumers.
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