Enormous feat / According to the 2018 Measuring Fashion report by environmental consultancy Quantis, 1.36% of global greenhouse gas emissions are caused by the footwear industry. This is because it typically requires fossil fuels, petrochemical foams and thermoplastics to manufacture shoes. Specifically when it comes to running shoes, a 2013 study by MIT’s Materials Systems Laboratory discovered that manufacturing one pair of high-performance trainers typically releases 13.6kg of carbon dioxide into the atmosphere. So Adidas and Allbirds’ low carbon trainers are an enormous achievement and as such they’re more likely to get noticed than yet another ‘slightly better for the planet’ product launch.
Crucially, people care that the products they buy are sustainable. According to a 2020 study by Getty Images, consumers that were passionate about sustainability were likely to pay 10-15% more for products they deemed used sustainable practices and aligned with their values.
Power of partnerships / The PR value of two competing brands sharing manufacturing secrets for the good of the planet explains why this project stands out as a marketing accomplishment not just a manufacturing one. Allbirds and Adidas’s collaboration is a public demonstration that the companies are putting the environment first. As Allbirds co-founder and co-CEO Tim Brown said in the press release: ‘We believe that the challenge of solving climate change is the problem of our generation and solving it will not be done alone. We need to find new business models, new innovations and new ways of working together. Our partnership with Adidas is an example of that.’
By pooling their expertise these brands were more likely to create a ground-breaking product and each brought something unique to the table. Adidas provided its performance footwear technology, manufacturing capabilities and marketing weight, while Allbirds contributed its knowledge of carbon calculation and experience with natural materials.
Sustainability credentials / This project further reinforces the sustainability credentials of both sportswear manufacturers, while equipping them with new sustainable techniques to continue striving towards their ambitious green targets.
Since being founded in 1948, Adidas has grown into the world’s second biggest sportswear brand – with sales of €19.8bn ($23.92bn) in 2020. Over those 70 years of contributing towards the climate crisis, the company claims to have spent the last 20 years committed to working towards sustainability. According to Adidas’ targets, the brand will reduce its carbon footprint levels 15% by 2025, 30% by 2030 and then reach climate neutrality by 2050. The framework for helping to achieve this is Adidas’s Three Loop Strategy, a commitment to end plastic waste through innovation and partnerships. Contagious has reported how projects like the 2019 Futurecraft.Loop (a performance trainer made from 100% recyclable material that can be completely remade into new products at the end of its life-cycle) demonstrates the brand’s commitment to achieving this goal. But, the Futurecraft.Footprint goes further by incorporating each aspect of the brand’s Three Loop Strategy: recyclable materials, circular design and natural products.
Unlike Adidas, Allbirds has sustainability built into its brand. It’s a certified B corp that was set up with the goal of revolutionising shoe manufacturing by using natural materials. But the company is continuously taking steps to prove that being environmentally conscious is at the heart of its business. Recently, the brand launched a carbon footprint calculator (which it used to help make Futurecraft.Footprint) and is now labeling its products with the carbon footprint used to manufacture its products. Staying true to its belief that climate change action relies on collaboration, Allbirds made this calculator open-source for the whole fashion industry.
For more on how Allbirds and other brands are helping brands make greener choices today check out our trend on Cancelling Carbon here.
