In the midst of humanity’s newest era of carbon footprint damage control, adidas has announced an initiative that will help the company become more sustainable. The main focus is to end plastic waste and consumption by introducing new products and processes with sustainably-focused partners.

adidas introduced two new sustainable technologies with ocean conservatism organization Parley for the Oceans. adidas and Parley are no stranger to conservation efforts, as the duo has dipped in sustainable field construction and founded Parley Ocean Schools. 

The first technology is PRIMEBLUE, a performance fabric made out of completely recycled polyester. The material comes from Parley Ocean Plastic® found on beaches and marine communities before it reaches ocean waters. It can be found in products like the Ultraboost 20 and official team uniforms from different sports leagues around the world. PRIMEGREEN, which debuts in June, is also made from 100 percent recycled polyester and no virgin plastic. Along with the PRIMEBLUE, it will soon be appearing in key competitive products. 

adidas’ commitment is shown in a Three Loop strategy, divided into three categories: Recycled Loop (made from recycled materials), Circular Loop (made to be remade), and Bionic Loop (made with nature). By 2050, the company hopes to achieve climate neutrality, although they have plenty of initiatives and partnerships lined up until then.

The first products featured in this climate initiative will be included in this year’s Super Bowl rollout in a special edition sneaker collaboration with Parley. The capsule includes the Adizero x Parley cleat, 4D Run 1.0 x Parley, and Ultraboost 20 SB, each with PRIMEBLUE technology.

You can see the official statement on adidas.com and keep it locked to Modern Notoriety for release info as products are announced.

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