Sustainability in the shoe market : Adidas on a move to sustainability
Patras, Veena (2021)
Patras, Veena
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120924821
https://urn.fi/URN:NBN:fi:amk-2021120924821
Tiivistelmä
The objective of this thesis and research was to explore how sustainability plays a part in today’s fashion world. This thesis was carried out to research, analyse, and evaluate the fast-fashion world and its production patterns, such as how Adidas is a fast fashion brand being a mass producer itself and yet taking cru cial steps towards becoming sustainable. This was supposed to show how pol luting the fashion world is. From therein stemmed the next question which gave another purpose to this research; are any firms responsible when it came to sustainable production. This research further found out that Adidas has been making improvements in their production methods and supply chain to reduce their carbon footprints as well as the emission of other greenhouse gases. Fur thermore, they do this by recycling plastic waste into shoes. Establishing the ob jective to be clear cut, if Adidas was sustainable then how do they do this, are their attempts successful and through this research, we can suggest how other fashion shoe brands can also follow into Adidas’ footprints and improve their production methods.
This research was specifically carried out for this thesis. The data was collected through qualitative research. It was mainly secondary as it came from Adidas’s official website, critic articles, reviews, and environmentalist journals. All this data was collected, and results were found using qualitative content analysis.
The results found suggest that Adidas recently launched a campaign alongside Parley for the Oceans; this campaign showed that Adidas plans to collect plastic waste from the oceans and recycle them to create a yarn that then weaves into shoes. Making the shoes sustainable while also cleaning the oceans littered with plastic. They also have many other sustainable movements going on such as The Cotton Initiative, going 100% Virgin polyester free by 2024, and more of its kind. These results suggested that Adidas’ was one of the leading sustaina ble shoe brands out there.
However, the findings also suggested that these moves, though sustainable, were not enough if Adidas’ was still also making shoes out of completely unre cycled materials. This undoes the whole effect of the sustainable production process. In conclusion, Adidas’ is setting an example for other shoe brands, and they should be following this example, but Adidas also has a long way to go.
This research was specifically carried out for this thesis. The data was collected through qualitative research. It was mainly secondary as it came from Adidas’s official website, critic articles, reviews, and environmentalist journals. All this data was collected, and results were found using qualitative content analysis.
The results found suggest that Adidas recently launched a campaign alongside Parley for the Oceans; this campaign showed that Adidas plans to collect plastic waste from the oceans and recycle them to create a yarn that then weaves into shoes. Making the shoes sustainable while also cleaning the oceans littered with plastic. They also have many other sustainable movements going on such as The Cotton Initiative, going 100% Virgin polyester free by 2024, and more of its kind. These results suggested that Adidas’ was one of the leading sustaina ble shoe brands out there.
However, the findings also suggested that these moves, though sustainable, were not enough if Adidas’ was still also making shoes out of completely unre cycled materials. This undoes the whole effect of the sustainable production process. In conclusion, Adidas’ is setting an example for other shoe brands, and they should be following this example, but Adidas also has a long way to go.