slide 1 - sustainibility marekting and its impact

slide 2 - content

slide 3- what is sustanability marketing ?

Sustainability marketing, also known as green marketing or eco-marketing,
is an approach to marketing products and services that emphasizes their
environmental and social responsibility aspects. It involves incorporating
sustainability principles into various marketing strategies, campaigns, and
communications to appeal to environmentally and socially conscious consumers.

slide 4 - evolution of sustainability marketing

Sustainability marketing has evolved from a niche concept to a
mainstream strategy over recent decades. Initially focused on highlighting eco-
friendly features, it now emphasizes holistic approaches integrating environmental,
social, and economic considerations. Transparency, innovation, and stakeholder
engagement have become central pillars, reflecting a growing consumer demand for
sustainable products and corporate responsibility. Today, sustainability marketing
is an essential component of brand differentiation and long-term business success.

slide 5 - WHY SUSATAINABILITY MARKETING ?

Sustainability marketing is essential for several reasons:
Addressing Environmental Challenges
Meeting Consumer Demand
Building Brand Reputation.
Regulatory Compliance
Risk Mitigation
Cost Savings and Efficiency
Attracting Talent
Overall, sustainability marketing allows companies to create value for
stakeholders, mitigate risks, and drive innovation while contributing positively to
society and the environment.

slide 6 -ADIDAS LOGO

slide 7- what is adidas?

Adidas (styled as “adidas” since 1949) is a prominent German manufacturer of
athletic shoes and apparel, identified by its three-stripe trademark. The company
is also known for its high-profile endorsement deals, including NBA star Derrick
Rose and Argentine-born football (soccer) star Lionel Messi, who signed a lifetime
deal with Adidas in 2017. Adidas has faced both success and controversy with its
Yeezy brand, a collaboration with rapper Kanye West.
as of 2023, the company’s primary revenue driver is footwear (55%), followed by
sportswear and fashion-oriented apparel (38%). The remaining 7% of sales comes from
bags, hats, and other accessories.

slide 8 - marketing mix -

adidas cheat sheet

slide 9 - PRODUCT STRATEGY-

Adidas has implemented a comprehensive product strategy for sustainable
marketing, focusing on innovation, transparency, and collaboration. They prioritize
using sustainable materials such as recycled polyester and cotton, and reducing
water consumption in manufacturing. Adidas emphasizes transparency by providing
detailed information about their sustainability efforts and partnering with
organizations like Parley for the Oceans to raise awareness about marine
conservation. Collaborative initiatives include working with suppliers and industry
peers to drive systemic change toward more sustainable practices. Through these
efforts, Adidas aims to create products that minimize environmental impact while
meeting consumer demand for ethically and environmentally responsible choices.

slide 10 - PRICE STRATEGY -

Adidas employs a multi-faceted pricing strategy to support its sustainable
marketing initiatives. This includes investing in sustainable materials and
production processes to reduce environmental impact while maintaining competitive
pricing. They strategically position sustainable products within their product
line, often at a premium to reflect the added value of eco-friendly materials and
practices. Adidas also leverages pricing promotions and discounts to incentivize
consumers to choose sustainable options. By integrating sustainability into their
pricing strategy, Adidas aims to make environmentally responsible choices
accessible to a broader range of consumers while reinforcing their commitment to
sustainability.

slide 11- PLACE STRATEGY-

Adidas employs a sustainable place strategy by integrating eco-friendly
practices across its supply chain and retail operations. For example, the brand
incorporates sustainable materials like recycled polyester and cotton in its
products, reducing environmental impact. In retail, Adidas implements energy-
efficient lighting and eco-friendly store designs to minimize carbon footprint.
Additionally, the company emphasizes sustainability in selecting suppliers and
partners, ensuring ethical sourcing and production practices. By promoting
sustainability throughout its value chain, Adidas not only meets consumer demands
for eco-conscious products but also contributes to a more sustainable future in the
fashion industry.

slide 12- PROMOTION STRATEGY -

Adidas employs a multifaceted promotion strategy for sustainable
marketing. It leverages digital platforms and partnerships with environmental
organizations to amplify its sustainability initiatives. For instance, its "Run for
the Oceans" campaign encourages runners to log kilometers, with each kilometer
triggering a donation to ocean conservation efforts. Adidas also integrates
sustainability messaging into product launches, highlighting features like recycled
materials and reduced water usage. Through engaging storytelling and collaborations
with eco-conscious influencers, Adidas effectively communicates its commitment to
sustainability, inspiring consumers to make environmentally responsible choices
while enjoying their products.

slide 13 - initiatives by adidas for promoting sustainablity-

As the world becomes more conscious of sustainability, Adidas has
actively incorporated eco-friendly initiatives into its marketing strategy. By
prioritizing sustainability, the brand not only fosters positive environmental
change but also resonates with socially conscious consumer.
Adidas has taken significant steps to reduce its environmental footprint by
implementing eco-friendly initiatives. The brand focuses on sustainable sourcing,
responsible production, and minimizing waste in its manufacturing processes. By
doing so, Adidas not only showcases its commitment to the environment but also
appeals to consumers who prioritize ethical practices
Adidas has introduced sustainable product lines that use recycled materials and
promote circularity. These product lines, such as Primeblue and Primegreen, not
only align with the brand's values but also provide consumers with environmentally
friendly options. This emphasis on sustainability not only attracts environmentally
conscious consumers but also adds value to the brand's overall reputation.
slide 14 -
Primeblue is a sustainable material made from recycled ocean plastic. By partnering
with Parley for the Oceans, Adidas collects plastic waste from beaches and coastal
communities and transforms it into high-performance sportswear. This innovative
approach not only helps to clean up the oceans but also creates a positive impact
on the environment.
Primegreen, on the other hand, is a series of high-performance recycled materials
that are free from virgin plastic. These materials are made from a combination of
recycled polyester and other sustainable alternatives, reducing the brand's
reliance on non-renewable resources. By offering products made from Primegreen,
Adidas provides consumers with a sustainable choice without compromising on quality
or performance.
Adidas' sustainable product lines not only showcase the brand's commitment to
sustainability but also contribute to the circular economy. By using recycled
materials and promoting circularity, Adidas is taking steps towards a more
sustainable future, where products are designed to be reused and recycled, reducing
waste and conserving resources.

Slide 15- THREE LOOP STRATEGY-

We have made a commitment to help end plastic waste through innovation and
partnerships, and have defined several ambitions that come to life in our ‘Three
Loop Strategy,’ focusing on three categories:
Recycled Loop – made from recycled materials: includes materials such as Parley
Ocean Plastic, as well as Primeblue and Primegreen performance fabrics that will
help achieve our commitment to eliminate the use of virgin polyester by 2024.
Primeblue is a performance fabric made in part with Parley Ocean Plastic, while
Primegreen is made in part with recycled materials.
Circular Loop – made to be remade: the loop creation process ensures no loss of
performance between generations. Product will be worn, worn out and returned to us,
each pair moving us closer to a more sustainable future to help end plastic waste.
Regenerative Loop – made with nature: these products are made in part with natural
and renewable materials to design out finite resources and help end plastic waste.

Slide

slide - impact of sustainabilty marketing -

1) Market Share and Growth
Adidas Sustainability marketing strategies have had a significant impact on Adidas
in several ways:

Enhanced Brand Reputation: By prioritizing sustainability, Adidas has strengthened

its brand reputation as a socially and environmentally responsible company. This
has helped to differentiate it from competitors and attract consumers who
prioritize sustainability in their purchasing decisions.

Increased Customer Loyalty: Adidas' sustainability efforts have resonated with

environmentally conscious consumers, fostering loyalty among this segment. By
aligning with their values and demonstrating a commitment to sustainability, Adidas
has built stronger connections with its customer base.

Innovation and Product Differentiation: Sustainability initiatives have driven

innovation in Adidas' product development processes. For example, the use of
recycled materials and eco-friendly manufacturing techniques has allowed Adidas to
differentiate its products in the market while reducing its environmental
footprint.
Cost Savings and Efficiency: Implementing sustainability practices, such as
reducing water usage and energy consumption, has led to cost savings for Adidas in
the long run. By optimizing resource usage and minimizing waste, Adidas has
improved operational efficiency while advancing its sustainability goals.

Employee Engagement and Morale: Adidas' sustainability efforts have also positively
impacted employee engagement and morale. Employees are often proud to work for a
company that prioritizes environmental and social responsibility, leading to higher
levels of motivation and satisfaction within the workforce.

Overall, sustainability marketing strategies have helped Adidas not only to achieve
its environmental and social goals but also to drive business success by attracting
and retaining customers, fostering innovation, and improving operational
efficiency.

SLIDE - CONCLUSION-
The popularity of the Adidas brand is undeniable, with its signature three
stripes visible in nearly every sport today. However, given the highly competitive
nature of the sports apparel industry, and the increased consumer demand for
socially and environmentally sustainable sportswear, Adidas will have to expand its
investment in CSR initiatives if it is to continue as an industry leader. As
social, political, and consumer pressure continue to hold sportswear brands
accountable, Adidas will have to work more aggressively in developing sustainable
technologies. Creating sustainable fashion in an industry known for fast fashion
will, no doubt, be a daunting challenge, requiring the company to truly live up to
its motto “nothing is impossible.”