What can we learn from the global leaders in sustainable sportswear?

Producing high performance, sustainable sportswear that delivers revenues and profits is the holy grail. We take a look at three companies that are making changes to how they source, manufacture, and ship their products, proving this is possible.

These industry leaders are committed to transparency and accountability, through clear, ambitious targets and open reporting strategies. They are strong collaborators and demonstrate authenticity through their actions and progress.

Adidas

Adidas began talking about environmental sustainability in 1989 with the eradication of chlorofluorocarbons (CFC) use in their products. They remain fashion forward, functional and generating the second highest revenue of any global sportswear brand, taking $25 billion in 2019. Former CEO, Herbert Hainer, described the company’s approach to sustainability as a way to “meet the expectations of [their] shareholders while managing [their] social responsibilities and looking after the environment”. Adidas have enhanced the quality and durability of their products through design, materials and manufacture, and as a result, delivered longer product life cycles with less waste.

In 2015, Adidas partnered with Parley for the Oceans pioneering the release of footwear produced using ocean plastics with each pair using 11 plastic bottles of waste. Adidas sold 5 million pairs in 2018 at an average retail price of $220, generating an estimated revenue of over a billion dollars. In the same year they launched their ‘Sport Infinity’ project to develop endlessly recyclable materials. By 2017, every office was plastic free. As of 2019, Adidas had halved their water consumption, over 11 million pairs of ocean plastic trainers were produced, and it doesn’t stop there. With aims to bring out a fully recyclable running shoe by 2021, and make all products recyclable by 2024, they are placing the circular economy at the core of their production model.

Patagonia

Patagonia sells high-quality, high-performance sportswear with absolutely no compromise on aesthetic or comfort. It epitomizes the definition of a transparent, purpose-driven brand and have seen sales soar with their marketing campaigns which encourage customers to buy less. The company saw its revenues grow from $543 million in 2012 to over $1 billion in 2017.

Their sustainability goals include 100% renewable and recycled raw materials and packaging, as well as being carbon neutral by 2025. They offer an affordable repair and reuse service for customers, aiming to incentivise consumers to prolong the life of their products. Patagonia have been members of 1% For The Planet since 1985, pledging 1% of annual sales to the preservation and restoration of the natural environment as well as donating as well as donation of $89 million to other environmental groups.

Patagonia is not only leading by example through advancements in production, but they take responsibility by being transparent about their impact through raising awareness with their advertising. With 72% recycled materials, and all electricity sourced using renewable energy, Patagonia continues to build on its reputation as a global leader in sustainable sportswear.

Nike

If there is no planet, there is no sport. It is this understanding that drives the urgency of our commitment to sustainability and impact.

— John Donahoe President and CEO, Nike Impact Report FY19

In 2019, Nike reaffirmed their commitment to tackling climate change with their ‘Move to Zero’ sustainability plan. Targets include an aim to power facilities with 100% renewable energy by 2025 and operate with net-zero carbon emissions. Their FY19 Impact Report includes details of all commitments, activity and results to date. It has to be one of the most comprehensive reports in the public domain.

Collaboration is a strong theme within their plan. This is evident through their membership of many large corporate responsibility and sustainability organisations. They believe that partnerships across the industry and globe are critical.  Nike's chief sustainability officer Noel Kinder said “Climate change is going to require complex solutions and relentless partnership across our industry and beyond, and frankly, even with some of our direct competitors".

Embedding and infusing a culture of sustainable choices throughout every aspect of their production, supporting sustainable development goals of climate action and responsible consumption and production forms a large part of their plan. Amongst a large portfolio of circular design initiatives, they produce lightweight football kits using recycled materials, with over 75% of all apparel products containing some recycled materials.

Behind their commitment to enrich young people and communities, lies goals of carbon neutral by 2030 and the preservation of resources, with 86% of their cotton being sustainably sourced. Underneath the stylish and functional reputation is a drive towards waste solutions, through partnership projects to find more sustainable production methods of products such as rock-climbing holds made with Nike Grind Rubber Granulate.

Nike puts Environmental, Social and Governance at the heart of modern development and that no forward-thinking company can survive without sustainability efforts. Nike’s success as the highest revenue generator in the sportswear industry is in its marketing and their strong focus on accountability and long term focus.

by Holly Smyth