To promote adidas’ recently launched UK ‘Infinite Play’ brand recycling programme it has rolled out a campaign
The programme itself offers gift cards and loyalty points for the free return of unwanted Adidas gear which sees the brand rework the unwanted products which have been returned into new materials.
The mechanic is simple: to return an adidas product purchased within the last five years in any condition (as long as the minimum estimated value of £20/$26) custimers simply need to enter details on the item into the adidas site or app and arrange for them to be picked from your home or given a Freeposr option so send the products to a local post office.
The campaign is led by an 80-second spot, helmed by director Giorgio Bruni, which focuses on a ‘pass it on’ message’ to encourage people to return their unwanted adidas clothes rather than throw them away.
The action packed video is diverse, quick, pacey and provocative.
The spot was edited by Marshall Street Editors’ Govert Janse, directed by Giorgio Bruni, developed by creatives Nadege Decastro and Charlotte Newbold and the production company was Stadium with producers Mickey Voak and Korinna Bognar.
The music was handled by Stainless Sound Amsterdam
The spot is supported through PR, digital, social, in store and by partners across the industry.
Proud to see the rollout of #InfinitePlay in the UK today – a #circular pilot between one of our corporate partners @adidas and one of our innovators @getstuffstr
More info here: https://t.co/q9a212XhhY#circulareconomy #circularbusiness #sustainablefashion pic.twitter.com/qZgWUeDtRJ
— Fashion for Good (@FashionforGood) October 15, 2019
Comment:
This initiative continues adidas’ strategy of positioning itself as a company at the forefront of innovative technology that simultaneously prioritizes product quality with sustainability – as also illustrated by its ongoing Parley partnership campaigns and its 4D models.
Adidas’ ‘Infinite Play’ trade-in program offers customers incentives – gift cards or loyalty points – to recycle their adidas items once they no longer want them.
Adidas has partnered with social enterprise Stuffstr on its Infinite Play program enabling customers to return adidas items to the brand with free collection or shipping services.
It has also linked up with The London Waste and Recycling Board (LWARB) and circular business consultancy firm QSA Partners on the development of Infinite Play.
“As a brand we realise the challenges that the linear model has brought,” David Quass, director of business model innovation and brand partnerships for Adidas’ global brand strategy team, said in a statement.
“When we talk about throwing things away, there is no ‘away’ – stuff just ends up somewhere else. Our customers have an increased awareness of the impacts of their consumption and the challenges we face as a planet; and they’re asking how they can make a difference. Teaming up with LWARB and QSA partners, we developed adidas Infinite Play to give our customers a better choice so that together we can share the responsibility to reduce our carbon, water and waste footprint.”
Such initiatives are vital to changing behaviour.
After all, adidas’ own research predicts that UK fashion industry waste will cost the economy £4.48bn per year by 2030.
Links:
Adidas
https://www.adidas.co.uk/infiniteplay
https://www.youtube.com/user/adidas
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