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.

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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.

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Rosie Baker

Rosie Baker is Marketing Week’s specialist on sustainability and retail – and the two topics often go hand-in-hand. Her blog focuses on all things to do with sustainability, Corporate Social Responsibility and ethical business.

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