Core Viewpoint - The new sustainable store model by Adidas is positioned as a significant amplifier of brand value, enhancing consumer trust and recognition while contributing to the "waste-free city" initiative in Shanghai [1][3]. Group 1: Sustainable Store Model - Adidas has launched a new sustainable store in Shanghai, integrating various sustainable practices into its design and operations, which allows for a more immersive consumer experience [2][3]. - The store aims to achieve a 99% usage rate of recycled polyester by 2024, significantly exceeding the global average of 12% in the apparel industry [2][3]. - By 2030, Adidas plans for 10% of its products to use recycled polyester sourced from discarded textiles, with a long-term goal of achieving net-zero greenhouse gas emissions across its value chain by 2050 [2][3]. Group 2: Consumer Engagement and Recycling Initiatives - The store features a permanent clothing recycling bin and engages consumers through activities like the exchange of eco-friendly bags made from recycled clothing, fostering a "green cycle" of consumption [3][4]. - Over the past two years, Adidas has successfully recycled approximately 4 tons of clothing, resulting in the creation of eco-friendly bags that have gained popularity among consumers [5][6]. Group 3: Market Trends and Consumer Behavior - There is a growing trend of green consumption among young consumers, with over 90% recognizing the importance of sustainable practices, indicating a shift from a new trend to a new norm in commercial society [4][5]. - Adidas views sustainability as a competitive advantage in product marketing and sales, emphasizing the need for broader consumer participation beyond the top tier willing to pay a premium for eco-friendly products [5][6]. Group 4: Industry Recognition and Achievements - Adidas has maintained an "AAA" MSCI ESG rating for six consecutive years from 2019 to 2024 and received the highest "A" grade from CDP for climate change in 2024 [3][4]. - The company has been recognized as a leader in climate action, ranking first among 1,953 brands in the corporate climate action index in 2024 [3].
共探“无废城市”新路径，阿迪达斯全新可持续元素门店落地上海