Sustainable Business magazine - essential reading for sustainability professionals
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Innovation Adidas 3/4 reduce the amount of embodied energy and water used in the manufacturing process. Bio-based alternatives are also being actively explored for certain fabrics – and this offers the chance to engineer in better performance and functionality from the outset. "When we use bio-based plastics that come from non food-based crops, those plastics, depending on how they are engineered, could perform better in fact than our existing suite," Olans explains. "There is a high level of technical innovation out there, but there are only a few companies able to offer this level of innovation … so the only challenge we face is that it maybe takes longer to develop a certain innovation and bring it to market." That said, Olans is confident these time lags will be overcome as more and more technology providers move into that space. "Compared with 20 or 30 years ago, we are in a good position as, with most of the technology and design changes we are looking at now, the determining factor of whether or not they improve performance has nothing to do with sustainability. It is independent of it. It really comes down to the supplier you pick and the quality levels being offered among sustainable materials." A great example of how Adidas is rethinking its footprint around footwear is its Element Soul and Element Voyager running shoe lines. Both models are based on a minimalist approach – using only what is essential to create a sustainable product capable of meeting an athlete's performance needs. "Less high level of There is a in n ova ti o n te ch n ic a l t only a few out there, bu r able to offe companies n innovatio this level of material between the runner and the run" is how the company puts it, where essential means using fewer parts, fewer materials and fewer adhesives. The shoes themselves weigh less than 200 grams, feature only water-based adhesives and no sock liner. Since the inputs to the shoe are so reduced, there is an estimated 50% waste saving when compared with a traditional running shoe with less embodied water and energy to boot. The Element Soul is currently on the market and incorporates recycled polyester and soybean-based foams, a one-piece injection mid-sole and high pattern efficiency, resulting in a simplified yet high-performance running shoe. The Element Soul will be followed shortly by the Element Voyager which is the next step beyond, according to Olans. "The Voyager will have a 95% pattern efficiency – that's the percentage of original fabric used that ends up in the final shoe, so it results in hardly any waste. It is also dematerialised in the sense that there is a 60% reduction in the number of parts overall, compared with an average shoe. It will also feature greater use of recycled materials." The company is also planning to launch an apparel line featuring low fabric waste later in the year to complement the Element shoes. While Adidas works closely with its suppliers and other key partners to drive such innovation, it is also increasingly moving into a space of pre-competitive collaboration with other sportswear and clothing brands to unlock some of the common