Change is the Outcome of Creativity – adidas Golf is Creating the Change

    Plastic waste is a problem – and it has reached a tipping point. For every person on the planet, there is one ton of plastic and nearly 80 percent has become plastic waste wreaking havoc on the oceans around the world.

    As a big company, adidas has been a big contributor to the problem. Which is why its actions need to be equally as big. The brand has made a commitment to END PLASTIC WASTE through innovation and partnerships.

    Through research, adidas has discovered that 97% of consumers want to make a positive impact on the planet, whilst 88% prefer to buy from brands that put welfare of people and planet over profits.

    In 2021, adidas Golf will lead the conversation around sustainability in the golf industry with the introduction of PRIMEBLUE and PRIMEGREEN, two performance fabrics created with recycled and upcycled plastic waste.

    PRIMEBLUE, a fabric already seen in products including the TOUR360 XT KNIT worn by adidas athletes at THE PLAYERS Championship, contains Parley Ocean Plastic. Parley for the Oceans work to intercept and remove plastic from the world’s oceans and manufacture the waste into yarn to be used to create product. In 2021, PRIMEBLUE will feature in a small capsule collection for adidas Golf.

    PRIMEGREEN, a performance fabric which contains no virgin plastic, will be introduced into the Golf catalogue for the first time in 2021. Both performance fabrics play a significant role in adidas achieving the goal of phasing out all use of virgin plastic and polyester by the end of 2024. Across the SS2021 range, 91% of apparel and 81% of footwear will be PRIMEBLUE or PRIMEGREEN.

    adidas’ commitment comes to life through a Three Loop Strategy, which focuses the brand’s efforts on creating three categories of sustainable products:

    Recycled Loop – Made from Recycled Materials: Supported by the introduction of PRIMEBLUE and PRIMEGREEN performance fabrics.

    Circular Loop – Made to be Remade: Products whose lifecycles continue after each use.Bionic Loop – Made with Nature: adidas’ ambition to create future where every adidas product can have multiple lives and then return to nature.

    As the original sports brand, adidas continues to create only the best products for its athletes, and these sustainable products are no exception. All of these more sustainable products will meet or exceed all of adidas’ elite performance standards.

    In the next decade the brand is committed to doing even more to END PLASTIC WASTE.

    2020: more than 50% of all the polyester adidas uses in products will be recycle.

    2021: adidas will work with adidas’ key US sports partners (MLS, NHL, USA Volleyball and the Power 5 NCAA football programs) to transition to more sustainable uniforms.

    2024: adidas will use only recycled polyester in all adidas products across the business – aided by the introduction of PRIMEBLUE and PRIMEGREEN performance fabrics where 100% of the polyester used is recycled.

    2030: adidas will reduce the company’s carbon footprint by 30 percent (as compared to 2017) as part of the Fashion Industry Charter for Climate Action.

    2050: achieve climate neutrality. In Germany, the company already sources almost all its electricity from renewable sources.

    adidas’ products and processes will be a part of a new circular business model that includes extending the life of a product through rental, repair or re-commerce, being remade into new products and then ultimately returning to nature. Using materials that can be recycled multiple times, developed from natural resources or made from cells and proteins in a lab.

    It won’t just be the products themselves that are sustainable. Everything from hang tags and point of sale unites will all be manufactured through a sustainable lens.

    “We believe that through sport we have the power to change lives, and we are dedicated to creating that change. Since 1998, we’ve been developing and introducing innovations to END PLASTIC WASTE. Our commitment to eliminate the use of virgin polyester in our products by 2024 helps us get one step closer to being a more circular company,” James Carnes, VP Brand Strategy said.

    Throughout the 2021 range, adidas have really looked at the lifestyle of the Golfer, from the Country Club experience down to the urban culture to truly understand the ‘why’ behind their purchasing decisions. Each segment within the range has its own creative attitude and design language to support the ‘why’. Adidas has focused around creating versatility, wearability and excitement to the Sport Performance category without losing touch with our core consumer. All this under the scope of sustainability.

    Whilst the problem of plastic waste is a global crisis, adidas Golf is doing its bit to help golfers across the globe PLAY FOR PURPOSE in 2021.

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    As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.