Adidas is back onside
adidas has taken a big step towards kicking hazardous chemicals out of the beautiful game.
Almost a year since Greenpeace revealed the brand’s lack of Detox action, the official World Cup sponsor has finally moved back onside.
Back in 2011, adidas was ahead of the pack – one of the first global names to commit to rid its products of hazardous chemicals. But unfortunately the brand missed the target – setting no milestones and making no meaningful progress. Following the release of Greenpeace's latest investigation into World Cup products and after three weeks of people powered pressure, adidas has agreed to clean up its act.
Working with Greenpeace, adidas has laid out milestones towards its goal to be toxic-free by 2020. The brand has agreed to phase out 99% of all polyflourinated chemicals (PFCs) by the end of 2017, building up to 100% by 2020. These chemicals are used to make shoes, swimsuits, outdoor gear and clothing water and stain resistant. However, the bad news is that these dangerous substances are polluting our rivers and lakes while some of them can even impact on human reproduction systems. Adidas’ agreement to ban the whole group of PFCs sends an incredibly strong signal to other sports and outdoor brands that are heavy users of these chemicals: another way is possible.
The brand has also agreed a clear way forward to ensure it gives the public their Right-to-Know about the chemicals being released into our rivers – publishing data from 80% of its supply chain by mid-2016, building to full supply chain transparency by 2020.
People power played a crucial role in making this happen. Thousands sent letters calling on adidas CEO Herbert Hainer to Detox Football. Volunteers held protests in 30 cities around the world and hundreds joined a giant #DetoxWave for change.
The spotlight is now on adidas' competitors Nike and Puma.
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