Adidas and Parley for the Oceans Collaboration: Turning Ocean Plastic into Shoes

Case Code: MKTG463 Case Length: 13 Pages Period: 1920-2023 Pub Date: 2024 Teaching Note: Available

Price: Rs.400 Organization : Adidas Industry :Textiles & Apparel Countries : Germany Themes: Collaboration Sustainable Innovation, Product Strategy & Design,Competitive Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Excerpts

About Parley For The Oceans

Founded in the year 2012, Parley was a global environmental network and organization that brought together philosophers, artists, and leaders to work on projects that helped stop the destruction of the oceans and raised awareness about the conservation and vulnerability of the oceans. The organization’s goal was to unite different stakeholders – individuals, companies, governments, and organizations – to identify shared interests and collaborate on solutions for ocean conservation..

Adidas-Parley for the Oceans Collaboration

The partnership between Adidas and Parley for the Oceans began in 2015, with a commitment to work together on projects that would address the issue of marine plastic pollution, stop the destruction of the oceans, and also incorporate sustainable practices into the production of sportswear and footwear. Commenting on the partnership, Eric said, “The conservation of the oceans is a cause that is close to my heart and those of many employees at the adidas group. By partnering with parley for the oceans we are contributing to a great environmental cause. We co-create fabrics made from ocean plastic waste which we will integrate into our product.” In July 2015, Adidas unveiled a prototype shoe with the upper composed completely of yarns and filaments derived from fishing nets and waste plastic..

Bumpy road ahead?

Adidas declared in 2023 that by 2024, recycled polyester would take the place of virgin polyester and all of the company’s products would be made entirely of recycled polyester. Adidas also set its target for 2025 and beyond. The company aimed to have nine out of ten of its products becoming sustainable by 2025. Further, it set a goal to reduce greenhouse gas emissions by 15% for each product by 2025 and by 30% overall by 2030. By 2050, Adidas aimed to be carbon neutral throughout its whole value chain..

Exhibits

Exhibit I: Adidas Logo
Exhibit II Adidas 4 Pillars of Sustainability
Exhibit III: Adidas “Own the Game” Strategy
Exhibit IV: Adidas ‘Own the Game’ Strategy until 2025
Exhibit V: Parley A.I.R Strategy
Exhibit VI: Ocean Plastic® Made From Plastic Waste
Exhibit VII: Process of Making Ocean Plastic
Exhibit VIII: The Journey from Plastic Waste to Product
Exhibit IX: Shoe Brands Using Recycled Materials

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