Adidas × Parley: An Presented by:

Exploration of
NITISH KUMAR – 23GSOB2010298
BHAVESH KUMAR - 23GSOB2010374
PUSHPRAJ SINGH - 23GSOB2010342
MOHIT KUMAR - 23GSOB2010311

Corporate Social VIRAJ SHARMA - 23GSOB2010372

Responsibility and the

Global Plastic Crisis
Adidas ×
Parley
• Corporate Social Responsibility, Business Ethics & Corporate Social
Responsibility, Business & Management, Environmental Issues in
Marketing, Marketing, Entertainment & Sports Marketing
 Introduction .

An Exploration of Corporate Social Responsibility and the Global Plastic Crisis," authored by
Jessica R. Murfree and Chelsea Police, published in 2023 as part of Sage Business Cases. It
focuses on the partnership between Adidas and Parley for the Oceans, examining the incorporation
of corporate social responsibility initiatives through strategic partnerships to combat ocean plastic
pollution. The case challenges students to step into the role of Adidas’ Assistant Director of Global
Partnerships and think critically about environmental sustainability for sport organizations and
provide further suggestions for promoting and implementing pro-environmental business practices
within an organization. The partnership has led to the production of sustainable athletic apparel
using recycled ocean plastic, and Adidas has exceeded its original sustainability goals. The
document also discusses the impact of plastic pollution on the environment and wildlife,
emphasizing the need for sport organizations to prioritize environmental sustainability. It provides
an overview of the partnership, the plastic crisis, and the role of sport organizations in promoting
environmental sustainability. Additionally, it includes discussion questions for further reflection
and analysis.
 Overview: Adidas * Parley
Adolf and Rudolf Dassler, brothers, started their journey in the sport apparel company in 1924 from their mother's kitchen in
Bavaria, Germany, driven by the desire to give players the greatest equipment available (Adidas, n.d.b). After obtaining his first
running shoe patent in 1925, Adolf worked on creating shoes that met the needs of sportsmen in the next years, while his
brother Rudolf focused on marketing them.

Parley for the Oceans (Parley) is an organization that was founded in 2012 by Cyrill Gutsch with the goal of addressing the
plastic catastrophe and the widespread use of plastic in the world's oceans. Gutsch and his company proposed anew concept
aimed to replace the outdated phrase “reduce, reuse, and recycle.
This new concept is knowns the AIR strategy: avoid, intercept, and redesign, and serves as another parallelism to Adidas’ use of
threes.
Parley relies on businesses and people to take action against the ocean plastic catastrophe by implementing the AIR approach
Adidas and Parley both understood the value of outside collaborations in achieving their respective socioenvironmental
objectives While Parley’s main objective has always been to address the plastic crisis, Adidas’ acknowledg-ment of their own
contributions to plastic pollution served to kick-start the collaboration “Adidas × Parley.”

The goal of the partnership was to improve awareness-raising and outreach related to the worldwide plastic pollution challenge.
With the help of Parley's environmental objective and Adidas's dominance in the sports clothing market, this alliance aims to
eliminate plastic by producing a whole line of high-performance sportswear, from shoes to complete team outfits, using
recycled ocean plastic.
By utilizing recycled ocean plastic, the collaboration
actively contributes to reducing the environmental impact
of plastic pollution. This aligns with both Adidas and
Parley's commitment to environmental conservation.

The Adidas × Parley collaboration serves as a trailblazer

in the sportswear industry, influencing other brands to
adopt sustainable practices and consider the environmental
footprint of their products.

The collaboration empowers consumers to make

environmentally conscious choices. By purchasing
products from this collection, consumers actively
participate in the movement against ocean plastic
pollution.

The Adidas × Parley collaboration stands as a symbol of

the potential for sustainable innovation within the fashion
and sportswear industries. As the partnership evolves, it is
likely to continue inspiring change, setting new standards
for eco-friendly practices and contributing to the ongoing
dialogue about the intersection of style, performance, and
environmental responsibility.
 Understanding The Plastic Crisis
Plastic Pollution is affecting the whole earth, including mankind, wildlife,
and aquatic life. It is spreading like a disease which has no cure. We all
must realize the harmful impact it has on our lives so as to avert it as soon
as possible.
Plastic pollutes our water. Each year, tonnes of plastic are dumped into the
ocean. As plastic does not dissolve, it remains in the water thereby
hampering its purity. This means we won’t be left with clean water in the
coming years.
Furthermore, plastic pollutes our land as well. When humans dump Plastic
waste into landfills, the soil gets damaged. It ruins the fertility of the soil.
In addition to this, various disease-carrying insects collect in that area,
causing deadly illnesses.
In short, we see how plastic
pollution is ruining everyone’s
life on earth. We must take major
steps to prevent it. We must use
alternatives like cloth bags and
paper bags instead of plastic bags.
If we are purchasing plastic, we
must reuse it. We must avoid
drinking bottled water which
contributes largely to plastic
pollution. The government must
put a plastic ban on the use of
plastic. All this can prevent
plastic pollution to a large extent.
 Corporate Social Responsibility And Environmental Sustainability
Combating Plastic Pollution:

Intercepting Waste: Parley works with coastal communities and organizations to intercept plastic waste before it enters the

ocean. This includes fishing nets, bottles, and other debris that would otherwise pollute marine ecosystems.

Transforming Waste: Parley transforms the intercepted plastic into high-performance materials called Parley Ocean Plastic. This

innovative process gives new life to waste and reduces reliance on virgin resources.

Sustainable Product Development:

Ocean Plastic Products: Adidas incorporates Parley Ocean Plastic into various performance apparel and footwear, including

iconic lines like Ultraboost and NMD. This showcases that sustainability can be stylish and functional.
Circular Economy: Adidas is exploring ways to create a closed-
loop system for its products. This involves recycling old shoes
and garments to create new ones, minimizing waste, and
extending the lifespan of materials.

Raising Awareness and Advocacy:

•Educational Campaigns: Both brands actively raise awareness

about the plastic crisis and its impact on the environment. They
run educational campaigns, create documentaries, and
collaborate with influencers to spread the message.

•Consumer Engagement: By offering sustainable products and

supporting ocean conservation efforts, Adidas and Parley
empower consumers to make conscious choices and contribute
to positive change.
 Your Project: A Fashionable Opportunity
a. Partnership expansion could involve collaborating with
additional sport entities, leagues, and events to create a broader
impact on reducing plastic consumption within the entire sport
industry. This might include partnerships with major sporting
events, popular teams, and influential athletes.
b. Involving key stakeholders such as major sports leagues,
renowned athletes, and influential sports events organizers
would be crucial for effective partnership expansion. Engaging
with environmental organizations and relevant governmental
bodies could also enhance the initiative's reach and impact.
c. "A Fashionable Opportunity" should focus on an AIR
(Awareness, Innovation, and Responsibility) strategy,
addressing the environmental impact of the entire sport
industry. This entails raising awareness about plastic
consumption, introducing innovative solutions for
sustainable materials in sportswear, and promoting
responsibility by encouraging eco-friendly practices in
sporting events and equipment manufacturing. Aligning
these goals with Adidas' commitment to sustainability
ensures a cohesive approach
Discussion Questions

1. Think about a regular day in your life. How much plastic do

you use or consume on a daily basis (e.g., at school, home,
during sports, etc.)? a. Of those items, consider how detrimental
they are to the environment.
Discussion Questions

2. Recall at least five different plastic items used in the sport

industry at sporting events, gyms, practices, and competitions.
Assess each item for the following: a. Is it reusable or single-
use? i. If single-use, does this item end up in the trash? How
often do you see it littered? b. What is the purpose of the product
(e.g., to wear, eat with, drink with, carry items, etc.)?
Discussion Questions

3. Corporate partnerships are often symbiotic relationships where

both organizations reap benefits. Discuss the various outcomes
received by Adidas and by Parley as they aim to reduce global
plastic pollution.
Discussion Questions

4. Since partnering with Adidas, Parley has grown to develop

partnerships with nonsport organizations like Corona, Allbirds,
and American Express. In what other segments of the sport
industry might new partnerships between sport and other
environmentally driven organizations be a good fit?
Discussion Questions

5. In what ways, if any, could the AIR Strategy be expanded to

include more proenvironmental and socially responsible
strategies for Adidas and Parley?
THANK YOU