Adidas and Allbirds are setting an example for clothing brands by changing “business as usual” to help save the environment. The beloved fitness store, Adidas, is parenting with sneaker master B Corp Allbirds to launch the lowest carbon footprint sport sneakers by 2021. This is part of Adidas’ efforts to improve their sustainability practices and reduce 30% of their carbon footprint by 2030 and reach net zero by 2050.
As announced on Allbirds’ Instagram account in May: “We’re teaming up with @adidas to redefine the playbook on sustainability by co-creating a performance shoe with the lowest carbon emissions, ever. Yes—ever. Because we can’t get to where we are going alone.”
Allbirds have previously shown their passion for environmental preservation by declaring their commitment to carbon-neutrality in 2019 and utilizing natural and renewable materials for their products. In August 2020, they released their first shoe with a “carbon count” label which informed the owners of the effect their product has on the environment. And before that, they started a section on their social media accounts and website where you can review the carbon footprint and material specifications of the item you previously bought.
Last year Adidas launched a circular economy program, where customers could exchange their 5-year-old sportswear for a gift card and loyalty points to use for new and renovated items. The average running shoe has a carbon count of 13.6 kg CO2 approximately, so by reducing 30% of a whole line of sneakers and setting a possible new norm, these two brands are stepping in the right direction.
Other brands such as H&M and Levi’s have started their own line of sustainable clothing as well—it seems that big companies are realizing it’s no longer OK to stay silent about the green revolution. This not only benefits eco-conscious buyers, but it also inspires other consumers to prioritize sustainable products and force brands to make the necessary changes in the name of sustainability.
Third-year Professional Communication undergraduate student at Ryerson University. I am a Mexican born in Chile with Peruvian influences recently living in Canada. Big bookworm with a humongous love towards nature, I'm passionate about creating written, oral, visual, or media content with an impact. I believe in the power of representation, authenticity, and transparency, being part of something bigger than myself keeps me going.