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Adidas joins forces with thredUP for circular fashion initiative

Tom Shearsmith
08 October 2021

Adidas has announced the introduction of a Choose to Give Back programme, aimed at helping to extend the lifecycle of its sports performance and lifestyle apparel and footwear.

Leveraging thredUP's Resale-as-a-Service platform, the programme will invite consumers to send used product from any brand back to adidas via the adidas Creator's Club app to be reused or resold.

By giving used clothes and shoes the opportunity to be reused or repurposed by someone new, adidas hopes to create a circular product lifecycle.

Katja Schreiber, Adidas SVP of Sustainability, explained: "We believe that great performance shouldn't come at the cost of the environment. That's why we're committed to establishing a circular future for sportswear, and with the Choose to Give Back program are helping people to see new possibilities to give old gear new life."

Initially launched within the Adidas Creators Club app to members on 7 October, the programme is rolling out more widely online and in stores in early 2022. To participate, consumers can generate a Clean Out Kit prepaid shipping label through the app and use it to send apparel and accessories across any brand or category, including their used sports gear.

If an item is not in a condition to be resold it will go through thredUP's select network of textile reuse partners. In exchange for sending in their old gear Creator Club members will earn rewards.

Pooja Sethi, Senior VP and General Manager of Resale-as-a-Service at thredUP, said: "Adidas has a reputation for driving innovative, sustainable solutions globally, and thredUP is thrilled to support their latest initiative to encourage more circular habits among consumers. By enabling resale at scale with customisable solutions for leading brands and retailers, we're keeping high-quality clothes in use longer and fighting fashion waste."

The Choose to Give Back program is the latest of many sustainability initiatives from adidas, including a low-carbon shoe collaboration with Allbirds. The brand is also working towards a goal of Carbon Neutrality across all North America facilities by 2025, including retail stores, distribution centres, and employee offices.

"The end of one thing is the beginning of the next. This is the beginning of a more responsible future by keeping gear in play to help end plastic waste," added Katja Schreiber.

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