adidas Sustainability
In late 2018 I was offered the opportunity to jump on horizontal Brand topics and lead the Creative Direction of the new adidas Sustainability Strategy. This new task represented a big step forward in my career, because of the influence of Sustainability across the board and also because of the complexity of project within the framework of the Organisation.
Our team started by defining the messaging framework and the identity system. This new architecture impacts all consumer facing touch points including product, packaging and communications.
The Brand has a clear objective to become a fully circular by 2030 and carbon neutral by 2050. Step by step… its not an easy one but we’ll keep on pushing from within and fight to change the industry in order to help clean Gaia.
Year:
2019 – Ongoing
Contribution:
Creative Direction
Initiative:
End Plastic Waste
PLASTIC IS A PROBLEM.
INNOVATION IS OUR SOLUTION.
RECYCLED LOOP
MADE WITH RECYCLED MATERIALS
We’ve prioritized the need to replace virgin polyester in our products. By 2024, we will have transitioned to 100% recycled polyester made from plastic heading for the ocean and plastic heading for the landfill, helping you make sustainable choices, without compromise, for the future of our planet.
CIRCULAR LOOP
MADE TO BE REMADE
The materials we use. The way we make. We’re changing how we create by moving towards circular systems of recycling and reuse to create products you never have to throw away. Products that are made to last and to share. Products that can be kept in play for longer.
REGENERATIVE LOOP
MADE TO REGENERATE
The ultimate goal. Products that are made from nature and are designed to return to it. By using materials developed from natural resources or made from cells and proteins in a lab, we are taking the next step in the brand’s journey to create innovative material solutions, which can eventually return to nature.
PARLEY FOR THE OCEANS
Since 2015 adidas has partnered with Parley as our key eco-innovation collaborator to explore and pioneer ways to create a plastic-free ocean. Our greatest collaboration to date – Parley ocean plastic – is changing what was previously impossible in footwear. Made using 50% plastic waste that has been intercepted from remote islands, beaches, coastal communities, and shorelines, we shred and reshape the plastic into a high-performance polyester yarn to create our adidas x Parley sportswear. A more sustainable solution for you. A smarter solution for the planet.
FROM TRASH TO TREASURE.
Convergence is a concept of mergers. Through CGI we allow our naked eye to see the magic processes behind our eco-innovations. Materials converging and transforming to ultimately shape products; these represent the ultimate expression of the solution we bring to the table.
This concept was challenging to bring to life. We had the opportunity to work with the the creative Production Studio – Builders Club, London. J&J + Team were essential to land this direction.
“Inside adidas’s ambitious plan to end plastic waste by 2030”
Elizabeth Segran, 28.01.20