CollaBrands: Adidas Goes Green in Sustainability Partnerships With Disney and Depop

Good News Notes:

As highlighted in previous CollaBrands columns, Gen Z and millennials seek out brands that represent their beliefs, and one of the core values for both demographics is the need for sustainability. Thus, brands that do good, do better.

For more than half a century, the iconic adidas Stan Smith sneaker has remained fundamentally untouched. Yet the German sportswear giant has now decided that it is time for a change, driven by the company’s goal to use only recycled polyester by 2024 and reach carbon neutrality by 2050. The next generation of Stan Smiths is being created with white Primegreen uppers, recycled rubber outsoles and other salvaged high-performance materials. A women’s version of the shoe will feature planet Earth-inspired graphics, gold eyelets and green heel tabs. And pair will arrive in a classic blue adidas Originals box, updated to be made up of more than 90 percent recycled paper.

To generate attention for this major shift towards sustainability, adidas has engaged in a number of high-profile collaborations that can both delight existing fans and attract a new generation to the classic Stan Smith sneaker. 

Adidas teamed up with Disney on a collection that features seven popular Disney characters with “green” connections:  Kermit the Frog, Yoda, the Hulk, Tinkerbell, Wall-E, Guardian of the Galaxy Groot, Rex from Toy Story, and Mike Wazowski from Monsters Inc. Most of these figures are literally green in color, while Wall-E is all about recycling and Groot is a sentient alien tree.  

To help adidas communicate the sustainability credentials of the freshly redesigned Stan Smith and make the iconic shoe more desirable to younger consumers, the company’s marketing agency brokered a partnership with popular shopping platform Depop. With a focus on repurposing, reimagining and redefining style, the collaborative campaign aims to engage Gen Z….”

View the whole story here:

Leave a Reply