Adidas is taking its commitment to cleaning up the oceans beyond just its limited products with Parley for the Oceans. According to Adidas Global Head of Running Andre Maestrini, the sportswear company has an ultimate goal of creating all of its Ultra Boost products from reclaimed plastic from the oceans.
"The Fall/Winter 2018 Ultra Boost will have 80 percent of the upper material made from ocean plastic," Maestrini said. "It is no longer an addition. It is going to be how we make the Ultra Boost in the future. That's how seriously committed we are with this idea."
The exec added that Adidas made one million pairs of sneakers using Parley for the Ocean's A.I.R. approach, which stands for "avoiding, intercepting, and redesigning plastic." In 2018, it plans to make five million.
Adidas' Parley for the Oceans line of sneakers and apparel has expanded each year since debuting in 2015. Eventually, Adidas will be incorporating Parley's principles into all of its categories—not just running.
"We always want to start with performance because we're anchored in sport, but nowadays you can't say there is sports on one side and lifestyle on the other. Culture and sports are all intertwined," he said. "We are going to have Parley make shoes with Originals also because we are so committed to the future. It is going to become a true anchor of innovation that we will use for different franchises in our range."
Maestrini did not give a timeline for when consumers can expect Parley x Adidas lifestyle product in stores.