Adidas pledges to use 100% 'better cotton' by 2018

Adidas is attempting to ramp up its sustainability credentials by unveiling its environmental strategy, which includes a pledge to reduce its use of water and pesticides.

Adidas: unveils its long-term environmental strategy
Adidas: unveils its long-term environmental strategy

The sports brand's environmental strategy runs across its supply chain and internal procedures, such as product design, IT systems and logistics.

Brands, such as Marks & Spencer and Birds Eye, are increasingly highlighting their long-term sustainability pledges to pinch market share from their rivals.

Part of the Adidas strategy includes a pledge to use 100% "better cotton" and improve its environmental impact on the cotton industry over the next seven years.

The "better cotton" initiative aims to improve the environmental impact in the mainstream cotton industry by reducing the amount of water and pesticides used in farming the product.

The company has unveiled its five-year strategy to coincide with its 2010 overall sustainability report.

Herbert Hainer, chief executive, Adidas Group, said: "Implementing environmental performance across our value chain is an important step to deliver sustainable operations over the long term.

"At the same time, our environmental strategy creates a sustainable platform for future performance improvements and innovations, and is therefore essential for the success of our business."

Last week, Adidas launched its new overarching advertising strategy with a star-studded global campaign, starring David Beckham, Argentinean football star Lionel Messi and pop singer Katy Perry. 

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published