The footwear brands Allbirds and Adidas are partnering up to tackle an ambitious goal: produce a performance sneaker that “emits as close to zero carbon as possible,” said James Carnes – Adidas’ Vice President of Brand Strategy.
The upstart direct-to-consumer brand and the German sportswear giant have decided to co-create a shoe with the goal of bringing it to market sometime in the spring or summer of 2021. Every element of the process, including the materials to shipping and packaging will be focused on carbon reduction.
The moves comes as more and more retailers are considering their global carbon footprint and trying to reduce it as much as possible. Sustainability is becoming an important factor for many consumers now, some people check the sustainability pledge of a company before opting to purchase from them.
“They were sustainable from day one and we are trying to get 100 percent sustainable over time. We have not worked with a competitor like this, certainly not on this scale. So many of the pledges around sustainability are in the long distance future,” said Brown. “What could we actually do now to accelerate the process?” – James Carnes.
