Global Forum for Sports and Environment
adidas - 3 Green StripesFrom his humble beginnings as a cobbler in Herzogenaurach, Germany, adidas founder Adolph Dassler built one of the world's most popular brands of sports shoes and apparel. We look at the commitments of this international organization to incorporating environmental considerations into its manufacturing and distribution process. Adidas has been a part of many of the key sporting moments in history. Jesse Owens wore adidas track shoes, during his spectacular Olympic performance in 1936, earning four gold medals. Armin Hary was the first athlete to run the 100-m sprint in 10 seconds, also wearing adidas shoes. Today adidas-Salomon AG is the second largest sporting goods company in the world, reaching $1 billion in U.S. sales in 1998, and has grown to include brand names such as TaylorMade Golf, Mavic and Bonfire. According to adidas' official website, environmental efforts are coordinated and implemented by adidas' environmental department in Germany and were developed through cooperation with organizations such as BSR (a non-governmental organization specializing in issues relating to corporate social responsibility) and SATRA, an international organization providing environmental, health, and safety information. Measures focus on seven areas for reducing environmental impact. 1. Preparation of a Germany-based global technology center dedicated to developing footwear manufacturing technologies that reduce the impact of shoe production on the environment. 2. ISO 14000 certification for the entire adidas organization, the guiding principle of which include: - Establishing internal environmental policies, including a commitment to the prevention of pollution. - Encouraging environmental planning throughout the full range of the company's operations from sourcing to product distribution. Additionally, adidas has endeavored to develop management and employee commitment to the protection of the environment. - Encouraging contractors and suppliers to establish environmental management systems. 3. Cutting waste and conserving resources in order to reduce our impact on the environment. 4. Promoting a culture of responsible outdoor athleticism and an athletic, healthy lifestyle. 5. Cutting back on and redesigning packaging to minimize waste. 6. Recycling bottles, paper and cardboard at the workplace. 7. Teaming up with other organizations and companies to help us develop sustainable business practices.
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