- Robyn Turk
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Adidas has become the latest brand to offer its customers an
incentive to recycle their unwanted items once they no longer want
them.
The sportswear brand has launched “Infinite Play” in the UK, a
trade-in program that offers gift cards or loyalty points to customers
who choose to return used Adidas items to the brand. Adidas partnered
with social enterprise Stuffstr to enable the Infinite Play program.
With Stuffstr’s help, customers can return Adidas items to the brand
with free collection or shipping services.
The London Waste and Recycling Board (LWARB) and circular business
consultancy firm QSA Partners also helped Adidas to develop Infinite
Play.
“As a brand we realise the challenges that the linear model has
brought,” David Quass, director of business model innovation and brand
partnerships for Adidas’ global brand strategy team, said in a
statement. “When we talk about throwing things away, there is no
‘away’ – stuff just ends up somewhere else. Our customers have an
increased awareness of the impacts of their consumption and the
challenges we face as a planet; and they’re asking how they can make a
difference.
“Teaming up with LWARB and QSA partners, we developed adidas
Infinite Play to give our customers a better choice so that together
we can share the responsibility to reduce our carbon, water and waste
footprint.”
