For some years now, adidas has been collaborating with other brands to establish a more efficient industry-wide monitoring tool, both for brands and suppliers. From affiliations with organizations like the Better Cotton Initiative and Fair Labor Association to engagement with Greenpeace, the brand has close relationships within the sustainability arena. Touching communities in a more direct way, adidas Brazil partnered with the Brazilian NGO Gol de Letra Foundation to create Ginga Social, a sport-based after-school program now attended by more than 1,500 children in five Brazilian cities. Drawing on values in sport such as respect for others and getting results from hard work, the program encourages self-confidence and personal motivation.
The Green Advantage
Adidas’s four pillars, or 4Ps: People, Product, Planet, and Partnership, provide a conceptual framework that enables adidas stakeholders—from its 50,000 employees to suppliers, customers, and communities—to better and more easily understand, assess, and realize the multinational footwear and sportswear company’s sustainability goals. Whether it’s sourcing and developing more environmentally friendly materials, enforcing basic employee and human rights, or reducing water use and pollution, instituting open and trustworthy feedback loops—both internal and external—is a key facet of adidas’s “Fair Play” approach and sustainability efforts. Given the brand’s performance and successful initiatives, it is abundantly clear that management isn’t just paying lip service to its core values—it puts the Fair Play philosophy into action.
Environmental Strategy 2015
Water-saving DryDye fabric
More information about Ginga Social:
Ginga Social 1
Ginga Social 2