Adidas group launches environmental strategy

Adidas Group has unveiled a five year strategy to overhaul the company’s approach to environmental management by focusing on significant improvements along the entire value chain.


The environmental strategy is based on delivering process efficiencies across all stages of production, from product design, development and sourcing to logistics, own sites and IT systems.

As a result, Adidas believes that the improved value chain will enable the company to offer more sustainable products to consumers and so improve the group’s environmental footprint.

Part of the strategy includes a commitment to using 40 % Better Cotton by 2015 and 100% Better Cotton by 2018. The Adidas Group co-founded the Better Cotton Initiative which aims to improve the environmental impact of the mainstream cotton industry. The main focus is on reducing water consumption and pesticide use in cotton farming.

Herbert Hainer, adidas group CEO, says: “Implementing environmental performance across our value chain is an important step to deliver sustainable operations over the long term.”

The launch of the environmental strategy coincides with the publication of the group’s 2010 Sustainability Report.

The CEO of rival sport lifestyle brand Puma, Jochen Zeitz, made an impassioned plea to move beyond Corporate Social Responsibility and “to do more good rather than just less bad.” at an event last week.

Adidas has just launched a global campaign featuring Katy Perry, David Beckham and Lionel Messi (pictured).

Adidas core brands include adidas, Reebok, TaylorMade and Rockport.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here