Producing shoes made of plastic removed from the oceans is the new Adidas hit. That turned millions of plastic bottles improperly discarded into high-performance running shoes.
With 11 recycled bottles, it is possible to produce a pair of running shoes. Including in the making of the part the heel coating, the socks linings covers, and the external design.
It seems like a distant dream, but eco-tennis is already a very lucrative reality, even for Adidas.
Emergence of the idea
The idea came in 2015 when the German multinational joined forces with the environmental group Parley for The Oceans to jointly develop the innovative footwear.
Parley founder Cyrill Gutsch told the Times that Adidas was developing dozens of shoe designs. That would be produced later with plastic removed from the oceans. Four years later, and the project is going full swing.
In 2016, Adidas has committed to stop using plastic bags at its 2,900 retail stores around the world. With the goal of saving 70 million plastic bags per year. So exchange them for paper bags in your branch network.
The following year, in 2017, about 5.5 million plastic bottles were used to produce 1 million UltraBoost eco-sneakers in three different versions. As reported by Adidas CEO Kasper Rorsted.
“This year the goal is to produce 7 million pairs of shoes.” Eric Liedtke, a member of the Adidas executive board, said in a statement.
“After one million pairs of shoes produced in 2017, five million in 2018, we plan to produce eleven million pairs of recycled plastic-containing shoes in 2019.”
Although these sneakers are priced at up to $ 220 per pair, consumer feedback has been quite positive, valuing its lightweight, modern and durable design.
The brand has also successfully connected with consumers, showing they are concerned about the increasing increase in the amount of plastic in the oceans; and that these are willing to pay a little more expensive to buy customized and eco-friendly products.
“Adidas, through its new line of recycled plastic products offers our customers a real added value. Aside from the look, functionality, and quality of the product, “added Eric, an executive board member.
In addition to the footwear line, the company also produces recycled T-shirts, such as those worn by Champions League players, for clubs like Bayern Munich, Germany.
Numbers that scare
According to the World Economic Forum, plastics are dumped into our oceans at a rate of one truck per minute. Strongly impacting marine life. To make matters worse, more than 480 billion plastic bottles were sold worldwide in 2016. Half a trillion in 2017 and 2018. Which represents, however, an increase of about 300 billion more bottles compared to a decade ago. A percentage still considered low is recycled.
According to the organization Global Citizen, some countries have legislated on the ban on the use of plastics in certain circumstances. Like Scotland, Taiwan, and Kenya, while cities like New Delhi and Vancouver have implemented some law that prohibits the circulation of plastic, aiming to reduce consumption among citizens.
“Today there is no excuse for any company to use new and virgin plastic,” says Cyrill Gutsch, founder of Parley. “We have proven that consumers are willing to pay a little more and prefer products made of ‘plastic’ than other types of non-recyclable products.”
This innovative way to reuse plastic cannot stop just at eco-sneakers (thankfully!). Because the material can be crushed and transformed into fibers that can be woven into a myriad of different products such as furniture, decks and even T-shirts.
Adidas plans to produce all its products with recycled plastic by 2020. An excellent initiative to help the ecosystem and, of course, a great marketing shot as well (and that’s okay!). We hope more companies follow the booklet!
Source: Razoes Para Acreditar