Adidas CEO Bjørn Gulden is facing scrutiny over the company’s use of kangaroo leather following a protest at the annual general meeting. Activists from Animal Rebellion disrupted the event with signs declaring, “Kangaroo leather is cruel,” highlighting the contentious issue surrounding the use of wild Australian animals for products. Australia’s kangaroo population management involves the culling of several macropod species, touted by some as sustainable but criticized by international observers as inhumane. Critics compare the practice to controversial animal hunts globally and argue that Adidas’s use of kangaroo leather contradicts its animal welfare policies.
During the meeting, Gulden responded to the protestors’ images of the hunts, saying, “I also find the images of the hunts and what happens there terrible.” He hinted that Adidas might accelerate its move away from using kangaroo leather, stating, “We will certainly, maybe, switch faster than you think.”
This statement comes as competitors like Nike, Puma, and New Balance have already opted for synthetic alternatives to kangaroo leather following extensive activism. In response to inquiries, Adidas maintained that its use of kangaroo leather is a by-product of population control, sourced only from government-monitored and certified suppliers to ensure animal welfare and species conservation. However, the company has been opaque about specific animal welfare monitoring during culls.
The protest reflects a growing consumer sensitivity to animal welfare in the fashion and sports industries. Advocates like Jennifer Skiff of the Center for a Humane Economy praised the civil yet impactful demonstration at Adidas’s meeting.
