Adidas to the rescue: Latest Collaboration with Parley, the environmental initiative
By Kabyashree Saikia
Launching on 10th of May, Adidas’ new collobaration project is with the environmental initiative Parley. The two have teamed up together to design ecologically sustainable boots from plastic bottles from the polluted water bodies around the world.
A world where the youth culture constantly grows progressive, based on increasing conscious consumption, popular urban brands are beginning to support the trend of eco living through its design ethics. Two corporations who have have recently boarded this cultural platform are sports brand Adidas and environmental initiative Parley. Together, the two have collaborated for an initiative, that is soon to release a running shoes collection produced from recycled plastic recovered from seas. This announcement was first made in June 2016 in relation to the celebration of World Oceans Day, held on June 8th. With a limited edition of only 50 pairs, the shoes will be given out to participants from an Instagram competition, where they are required to create a video propagating the reduce in consumption of single-use plastic items.
In interview with Dezeen, Cyrill Gutsch, founder of Parley for the Ocean expressed his concern on the increasing harm that plastic causes to the water bodies and the amount of work gone into the processing for this collection. "It is an ongoing challenge, but we achieved the first step," he continued. "Now we can replace new plastic with recycled marine plastic debris: Parley Ocean Plastic. We can create footwear and apparel products with it and we are ready to scale it up. We are creating new standards, new materials and technologies that are so different to those the sporting goods industry is used to.”
Eric Liedtke, Adidas group executive board member has mentioned the collaboration to be an iconic one. Alexander Taylor, designer of the collection has commented saying that this project triggered a new way for him to work and imagine how his studio could adapt and evolve in the future. "A designer can be the agitator and the agent for change. He must be entrepreneurial in spirit, seeking out collaborators to reach amazing solutions which outperform and offer truly viable alternatives to current methods."