The world recognised Earth Day on 22 April. adidas has reaffirmed its commitment to climate change. The brand is raising awareness of environmental issues while re-emphasising its partnership with Parley Ocean Plastic. The duo (adidas X Parley) announced Today’s Icons, Made for Tomorrow, in the form of archived sneakers remade with more environmental materials.
With the brand’s Impossible is Nothing mantra at the fore, adidas has set challenging sustainability targets ahead. At present, 90% of polyester in use is made from recycled plastics. The target is to achieve 100% by 2024 where possible. Additionally, by 2025, the brand aims to reach 90% of product sustainability, and climate neutrality across the entire value chain by 2050.
With this sustainable innovation in mind, it has become deeply rooted in the company culture. Such is the range of innovations, led by founder, Adi Dassler, who invented the adidas brand and filed over 700 patents during his life. Lead by this example, the brand has produced sustainable innovations in three loops. This includes the Recycled Loop (recycled materials), Circular Loop (reuse) and Regenerative Loop (natural and renewable materials).
adidas Originals and Parley joined forces with their first adidas X Parley collaboration in 2015. The duo has produced almost 50 million pairs of sneakers containing the Parley Ocean Plastic as per of its initiatives.
In With the New
The latest collaboration includes the Superstar, Stan Smith, Nizza Hi, ZX 8000, Forum Mid, NMD_R1 and Forum Low.
The range brings innovative reworking of the classics in more economical materials and processes. The collection is made up of sleek designs featured in black and white colourways. Every sneaker produced is one step closer to ending waste.
The collection has been redesigned and reimagined for a better tomorrow. Over the past few decades, these sneaker icons have been redesigned many times leaving their mark on the sneaker community. This season, the brand again joins forces with Parley for a new approach and to keep the look alive into the future.
The new designs feature a minimum of 50% Parley Ocean Plastic, with the other 50% crafted from yarn made of recycled polyester. This is just one of the many innovations that form part of the steps to end plastic waste. Effortless style and progress are brought together for a collection for tomorrow.
The adidas X Parley has introduced Today’s Icons with a range of new sneakers, available from R1,699 to R2,799.
The collection will be available at adidas Concept Stores as well as online at adidas.co.za.