Reebok 2012 Annual Report Download - page 142

adidas Group
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2012 Annual Report
Group Management Report – Our Group
120
2012
Sustainability
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02.8
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DryDye
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DryDye is an innovative fabric dyeing technology that uses pressurised carbon dioxide to inject dye into fabric instead of water,
which is the traditional medium for fabric dyeing. This process saves roughly 25 litres of water for a t-shirt and reduces energy
and chemical use by approximately 50%. adidas first used DryDye in summer 2012, on a line of graphic tees. 50,000 tees were
produced with a water saving of almost 2.5 million litres. This technology will be utilised in a complete range including some
colours of the popular Training Prime t-shirt in spring/summer 2013 and will be expanded to include a larger colour palette and
more products in future seasons.
Sustainable product creation for the London 2012 Olympic Games
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As London 2012 aimed to be the world’s first truly sustainable Olympic and Paralympic Games, sustainability was briefed into
on-field, Volunteer, presentation and torch bearer products. 90% of the adidas products for the London 2012 Olympic Games
contained sustainable content, with 100% of athlete Village wear, 100% of Volunteer wear and 73% of on-field performance
products designed and developed as “Better Place”. The London Volunteers’ uniform was a prime example. All items in the
Volunteer package contained, at a minimum, 35% sustainable content, with three quarters of the Volunteer clothing and acces-
sories having at least 50% sustainable content. Additionally, all Volunteers wore the London version of the popular Fluid Trainer
shoe. The Fluid Trainer is technically advanced in the area of sustainability, with pattern innovations and sustainable content
that impact the whole shoe. This shoe contains recycled polyester mesh, recycled EVA, as well as recycled rubber, and has
achieved a 70% or greater pattern efficiency for every piece of the upper.
From an on-field product perspective, adidas also included sustainable materials and briefed sustainability into products
where possible, while still maintaining adidas’ strict performance standards and providing the athlete with a great, sustainable
performance product.
Primeknit
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adidas is constantly researching new product innovations. In summer 2012, we released 2012 pairs of the Primeknit shoe for the
London 2012 Olympic Games, a new innovation featuring a fully knit upper which results in no waste from the upper material.
This knitted upper incorporates different knitting patterns for strength and breathability and uses recycled polyester yarn for
an upper that meets the high performance standards for an adidas running shoe while addressing the topic of sustainability. As
this shoe can be knit using automated machinery, it is an efficient technology that will be a game changer in the industry. This
shoe offering will continue to grow past its initial first run, and the technology will be expanded beyond the traditional running
silhouette to include an offering for other sports.
We see sizeable business opportunities for our Group in the area of sustainable product concepts
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SEE RISK AND OPPORTUNITY
REPORT, P. 164, and have already planned increased growth in the sustainable product segment as well as a rise in consumer
engagement for 2013.
Key sustainable product initiatives in 2012