In a notable shift in its sustainability efforts, Adidas has announced the cessation of its long-standing partnership with environmental organization Parley for the Oceans. This collaboration, which began in 2015, has been pivotal to Adidas’s sustainability policy, particularly in the company’s use of ocean plastic to manufacture its products.
Adidas steps away from the ocean-plastic initiative with Parley
Investigations by the German television channel ZDF’s environmental editorial team and the media start-up Flip have uncovered that Adidas will not renew its contract with Parley, ending a nearly decade-long partnership. Adidas has also confirmed that it will cease the production of products featuring Parley ocean plastic, a material sourced from coastal plastic waste. Such is the case with Adidas’s new national team jersey for the Euro 2024, which, unlike its predecessor for the 2022 World Cup, is made without ocean plastic.
From ocean waste to wearables: The Adidas-Parley journey
The Adidas-Parley collaboration was hailed as a groundbreaking initiative to combat marine plastic pollution. By turning ocean waste into wearable goods, Adidas tried to bolster its product lineup with “sustainable” options and contribute to its narrative on protecting the oceans. Nevertheless, the proportion of ocean plastic products in Adidas’s portfolio was relatively small.
Greenwashing challenges and controversies
Recent investigations have revealed several problems, including discrepancies in the supply chain and accusations of greenwashing in Adidas’s marketing strategies. It was revealed that a considerable portion of the ocean plastic used in Adidas products did not originate from Parley’s collections but from an alternative supply chain managed by Adidas itself. This raised questions about the authenticity of the sustainability claims.
Moving beyond Parley
Adidas justifies the termination of its partnership with Parley by highlighting the minimal impact of Parley products on its broader sustainable offering. The company emphasizes its ongoing commitment to developing more sustainable and climate-friendly materials, with a focus on achieving a circular economy. “Last year, for example, 99 percent of the polyester used was recycled polyester, and almost 100 percent of the cotton came from certified sources,” says a company spokesperson. The company is also working on numerous projects to develop more sustainable and climate-friendly materials.
The future of ocean plastic sustainability
Despite Adidas’s strategic pivot, Parley founder Cyrill Gutsch remains determined to continue the battle against ocean pollution. Parley plans to enhance the traceability of its ocean plastic through a chemical tracer and to play a more direct role in the manufacture of yarn.
