Tag Archives: environment

Sports brands taking a stance

6 Jun

This appears to be something we are seeing more and more of in the industry.
Adidas announced Wednesday that they are boycotting Australian wool and sheep that have been mulesed.

Mulesing is viewed as an unnecessary way of taking wool from sheep and adidas communicated this in a letter to the People for the Ethical Treatment of Animals (PETA) in the United States declaring its position on the matter.

Fair play to adidas, they clearly have an agenda which appears to be addressing their production practices and appeal to consumers and their inner desire to do good. Only recently did they announce the grun collection which aims to better the environment by efficiently utilizing the natural resources of this world.

Now a worldwide consumer movement, as they (consumers) demand brands to be transparent and to offer clarity on their stance on certain issues. The sporting goods industry appear to be taking this as a real top of agenda item, reacting fast and with real purpose. Yes, consumers still and will always demand value but they also want a brand ‘with’ values – values that they can relate to in every sense of the word.

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