It is estimated that by 2050 there will be more plastic than fish in the ocean. Business are understanding that their is money to be made by being a force for good. Adidas began with a 7,000 limited edition sneaker each containing the equivalent of 12 plastic bottles worth of waste. They sold out instantly. The shoe upper was made from Parley Ocean Plastic, which is collected in coastal areas in the Maldives, as well as illegal deep-sea gillnets retrieved by Parley for the Oceans’ partner organization Sea Shepherd.
Adidas supported the launch with the Run for the Oceans project which challenged people around the world to raise money for the project by committing a dollar for every kilometer. Adidas and Parley hosted a series of physical runs in several key cities worldwide including LA, New York, Paris, Berlin, London, Barcelona, Milan, and Shanghai, raising a million dollars for Parley education initiatives.
Here’s the best bit: this year Adidas has announced it intends to sell five million pairs of ocean plastic shoes – at an average retail price of around $220. This means the brand is set to make more than a billion dollars in revenue by trying to solve one of the world’s biggest environmental problems. And not content with taking the Parley technology into an expansion into clothing, Adidas has announced that it intends to use repurposed ocean plastic in all of its products by 2024 (Adidas makes 450 million pairs of shoes annually).