The document analyzes the sustainability of adidas' collaboration with Parley to produce athletic shoes and clothing from recycled ocean plastic. It discusses three factors of sustainability - social, ecological, and economic. Adidas uses upcycling to transform plastic waste into higher quality materials. While upcycling benefits the environment, there are risks like danger-cycling. However, the collaboration also provides opportunities for adidas to influence culture, gain a competitive advantage, and increase profits through sustainable products. The analysis concludes that adidas' Parley collaboration is an important step towards addressing the global plastic waste issue.

1. The Sustainability of adidas Parley
Prepared for: DEB100
Prepared by: Suzanne Wootton
April 24, 2017
Student Number: n9180567
Word Count: 1566
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Johnson, 2016

2. Introduction 3
Up-cycle, Down-cycle, Danger-cycle 4
WHAT IS UP-CYCLING, DOWN-CYCLING, AND DANGER-CYCLING? 4
STRENGTHS 4
WEAKNESSES AND THREATS 4
OPPORTUNITIES 5
Nature as culture 6
WHAT IS NATURE AS CULTURE? 6
STRENGTHS 6
WEAKNESSES AND THREATS 6
OPPORTUNITIES 7
Public, Private, Non-Profit 8
WHAT ARE PUBLIC, PRIVATE, AND NON-PROFIT COMPANIES? 8
STRENGTHS 8
WEAKNESSES AND THREATS 8
OPPORTUNITIES 8
Conclusion 9
Bibliography 10
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3. INTRODUCTION
The Three Stripes are an iconic symbol of Adolf
Dassler himself. A symbol of social acceptance to the
Superstar clad teenagers, or perhaps a symbol of
childhood to the Gazelle aficionados. Above all of
these, though, one shoe has triumphed as a symbol
of sustainability. Laced through the pages of
magazines, the adidas Parley collaboration has been
making waves around the world since 2015.
It was a heart warming moment when adidas announced the birth of a collaboration with Parley, saviours of the
sea. adidas, since then, has vowed to continue their ongoing work with Parley, using recycled plastic from
Maldivian waters to create up cycled sportswear. In the age of disposable products, plastic can seem inescapable.
With some plastic items only having a life span of a few seconds, it is not hard to believe that 8.8 million tonnes of
plastic gets dumped into global waters annually (Sifferlin, 2015).
adidas’ collaboration with Parley to combat these world issues is
admirable and innovative. The company has pledged to turn ‘threat
into thread’ (adidas 2017), with each shoe containing [on average]
eleven plastic bottles (Sneaker Freaker, 2016). Without closer
scrutinization, however, it is impossible to perceive from an outsider
standpoint just how sustainable the Parley collaboration really is.
Within this report, adidas’ approach to sustainability will be unravelled and closely interrogated. The approach will
be scrutinized and analyzed in relation to three main factors of sustainability - social, ecological, and economical. It
appears through up cycling and encouraging nature in our everyday culture, not only is adidas encouraging
admirable ethics, but simultaneously increasing their own profit and global awareness.
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adidas, 2015
“GARBAGE IN, DOESN’T
HAVE TO BE GARBAGE
OUT,” ADIDAS, 2017.

4. UP-CYCLE, DOWN-CYCLE, DANGER-CYCLE
WHAT IS UP-CYCLING, DOWN-CYCLING, AND DANGER-CYCLING?
Thorpe states “almost anything can be recycled if there is
someone to collect it, sort it, and reprocess it,” (Thorpe,
2007 40). But what is the difference between up-cycling
and re-cycling? Recycling often degrades the original
material due to loss of structure and concentration,
whereas the art of up cycling does quite the opposite. Up-
cycling can be referred to as the transformation of waste
materials, into new materials of better quality, or
environmental value (Williams, 2016). Up-cycling
encourages the reconsideration of the need for new
materials, a consideration adidas has grasped and
welcomed.
STRENGTHS
Having launched the first shoe in 2015, adidas has since
vowed to produce a million Parley runners by the end of
2017, ensuring that over 10 million bottles will be up
cycled, and that is just the beginning. Obviously, the
biggest advantage is clearing the oceans of thousands of
tonnes of plastic, and perhaps, even more waste.
WEAKNESSES AND THREATS
From up-cycling, can also come danger-cycling - the
dangerous reuse of materials due to carless use of
chemicals in the recycling process (Thorpe, 2007 40).
adidas has successfully combatted this by setting standards for their reproduced
materials, such as Econyl in their Parley swim range (Sportsister, 2017). Additionally, we can hope that one day we
will live in a world free of plastic waste, threatening the future of the adidas Parley running shoes.
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Hipcycle, 2016

5. OPPORTUNITIES
While these threats may seem daunting, they also provide fantastic opportunities for the world renowned
company. The hope that one day we might run out of reusable plastics in our ocean opens the door to the
possibility of reusing other items of waste, continuing their crusade for environmental sustainability. As a leader in
change, it can be hoped that other companies will follow in suit. With adidas owning large scale companies like
Reebok and Tailormade, it also grants the company more sway and influence in the world of sustainable textile
production (adidas Group, 2017).
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adidas Group, 2017

6. NATURE AS CULTURE
WHAT IS NATURE AS CULTURE?
In this day and age, large emphasis is placed on our own image or success as opposed to the environmental
effects they might have. Ecological awareness, the respect of other living organisms and their surroundings, are
lacking. We have gotten to the point of destruction where having respect for the environment is no longer a nice
idea, it is an essential element for human survival. (Thorpe, 2007 170).
Humans lack ecological sympathy because they are afraid to expose their own ignorance. Ignorance is bliss, and
many are happy to live by it (Thorpe, 2007 171). Societal pressure and appearances are yet another aspect
playing on people’s minds. Do we want to be yet another ‘annoying’ vegans, do we really want to risk being
shunned for speaking out? Expressing concerns and fears contrasts with the societal expectation of happiness
and success, and that alone represses the want to know more (Thorpe, 2007 171).
STRENGTHS
adidas, as the world’s second largest sporting company, has great responsibility. With great responsibility comes
even greater influence. Along with other sustainability and charity initiatives, such as Aktiv and Dry Dye, adidas has
the ability to influence wide audiences (adidas Group, 2017). Education in the early years of life are paramount to
forming ethics, morals, and standards (State of Victoria, 2010) . With the company’s vast consumer market and
coverage, the brand has the power to penetrate the younger generations and form positive thinking towards
sustainability. This not only generates profit, or raises money for their charities, but aides in raising awareness and
changing perceptions from the ground up.
WEAKNESSES AND THREATS
As stated, it is unnerving to some to consider and address the
negative impact of their actions. Any company that positions them
self far left or right wing poses the possibility of losing customers.
adidas took a risk when they released their female only Pureboost
X with a mildly controversial Instagram post, but to their luck had
positive outcomes. On the other hand, when New Balance hyper
polarized the American election, a boycott was called and a large
customer basis depreciated instantly (Surowiecki, 2017).
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“The love you take is equal to the love you make,”
Adidas, 2017.

7. OPPORTUNITIES
On the other hand, this risk could provide great outcomes or the grand downfall of a sporting company.
Environmental sustainability resinates with a larger following than perceived, outweighing the negative risk. The
chance to be publicly environmentally sustainable could grant adidas enormous advantages against competition,
and ultimately lead the sportswear market in the same positive direction.
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8. PUBLIC, PRIVATE, NON-PROFIT
WHAT ARE PUBLIC, PRIVATE, AND NON-PROFIT COMPANIES?
Public, private, and non profit sectors are used to describe the profit type of a company, and in total, their aim.
adidas falls under the public sector, meaning it is owned by shareholders and gains money from sales profits
(adidas Group, 2017). A large part of design is often seen as for profit, and in the case of adidas that rings true
(Thorpe, 2007 86). That being said, it is becoming more and more common to find large associations taking
sustainability into their hands, and in turn generating higher profit.
STRENGTHS
Sustainability, while sometimes a more costly exercise, can actually be portrayed as a competitive advantage in the
market place (Thorpe, 2007 92). adidas as a whole allows workers to have paid leave to do volunteer work, and in
turn makes employees happier (Thorpe, 2007 91). Another factor in gaining employee moral advantage is
encouraging them to sell a feel good item, or in other words a product without guilt (Thorpe, 2007 93). When
worker moral is boosted, it is assumed that customer service is in turn better. Thus, ultimately producing more
profit while making for a happy worker, happy customer, and positive environmental impact. More and more of the
population is demanding ‘greener’, and by leading the way in doing so creates profit with minimal competition.
WEAKNESSES AND THREATS
For a company the size of adidas, the cost of sustainability is not a large weakness. In general, the pressure to
create something sustainable in a customers price range can be difficult. The items go through an arduous
process and many extra hands are employed to ensure quality and safety. For a small business this may pose a
threat to their financial gain, however fortunately for adidas the risk of this is extremely low.
OPPORTUNITIES
Ultimately, as the second biggest sporting company in the world, the profitable gains of having an environmentally
sustainable appearance well outweighs the risk of profit loss. The increased initiatives from adidas are already
proving to be successful, with their first 7000 pairs of Parley runners selling out nearly instantly. At a price of
$200AUD each, it is evident the cost is no issue.
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9. CONCLUSION
It is clear that adidas has taken a step in the right direction in their collaboration with Parley. The company, only
two years into their collaboration, have made a positive ecological footprint by clearing the Maldivian waters of
thousands of tonnes of plastic waste. By doing so, they have encouraged environment in our culture and made it a
part of our every day lives. With an aim to produce a million pairs of Parley runners by the end of 2017, and further
plans to continue turning threat into thread, adidas is leading the competition in environmental sustainability. In
turn, they have generated world wide hype, and ultimately generated profits for not only them self, but contributed
to the incredible work that Parley does for the oceans.
While taking such a strong stance on a global issue poses a lot of risks, adidas has proven they will succeed time
and time again. It is evident that the adidas x Parley collaboration is the first step in the right direction, the start of a
movement, and the beginning of countless opportunities, for both the company, Parley, and the world.
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10. BIBLIOGRAPHY
adidas, 2017. “The love you take is equal to the love you make.” Image. Accessed 24 April 2017. https://
www.businessinsider.com.au/adidas-instagram-response-female-couple-2016-2?r=US&IR=T
adidas, 2015. “adidas Superstar.” Image. Accessed April 20, 2017. http://footwearnews.com/2015/business/
media/adidas-originals-superstar-sneaker-lookbook-los-angeles-teens-54989/
adidas. “adidas Parley.” http://www.adidas.com.au/parley
adidas Group, 2017. The Group. Accessed 24 April, 2017. https://careers.adidas-group.com/the-group
adidas Group, 2017. Innovation. Accessed 24 April, 2017. http://www.adidas-group.com/en/sustainability/
products/sustainability-innovation/
adidas Group, 2017. Share Details. Accessed 24 April, 2017. http://www.adidas-group.com/en/investors/share/
share-details/
Hipcycle, 2016. “Up Cycling”. Image. Accessed 24 April, 2017. https://www.biobasedworldnews.com/why-
recycle-when-you-can-upcycle-the-growing-trend-behind-sustainability-breakthroughs
Johnson, Patrick. 2016. “adidas Parley.” Image. Accessed April 20, 2017. https://sneakernews.com/
2016/11/04/7000-pairs-adidas-recycled-sneaker-releasing-mid-november/
Sifferlin, Alexandra. 2015. “Here’s How Much Plastic Ends Up In the World’s Oceans.” Time Magazines, February
13 2015. http://time.com/3707112/plastic-in-the-ocean/
Sneaker Freaker, 2016. The Very Best of adidas 2016. Published by Sneaker Freaker.
Sportsister, 2017. adidas x Parley: Upcycling Ocean Waste Into Performance Swimwear. Accessed 24 April, 2017.
http://www.sportsister.com/2017/02/02/adidas-x-parley-upcycling-ocean-waste-into-performance-swimwear/
State of Victoria, 2010. Making the most of childhood: the importance of the early years. Accessed 24 April 2017.
http://www.education.vic.gov.au/Documents/childhood/parents/mch/makingmostofchildhood.pdf
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11. Surowiecki, James. 2017. “The Trump Error Corporate Boycott.” The New Yorker. Accessed 24 April, 2017. http://
www.newyorker.com/magazine/2017/01/09/the-trump-era-corporate-boycott
Thorpe, Anne. 2007. The Designer’s Atlas of Sustainability. Accessed 24 April, 2017. http://
web.b.ebscohost.com.ezp01.library.qut.edu.au/ehost/ebookviewer/ebook/bmxlYmtfXzIyNzgyOF9fQU41?
sid=a7505505-ea25-4031-842f-28f02a330182@sessionmgr104&vid=0&format=EB&rid=1
Williams, Holly. 2016. Why recycle when you can upcycle? A sustainability trend in focus. Accessed 24 April,
2017. https://www.biobasedworldnews.com/why-recycle-when-you-can-upcycle-the-growing-trend-behind-
sustainability-breakthroughs
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