When the company first decided to produce hemp shoes, they were subjected to a great deal of torment by the federal government and were forced to change the initial name of the shoes from “Superstar Hemp” to “Gazelle Natural.” Regardless of the political pressure and influences, hemp remains a durable material that breathes better than traditional shoe products. The soles are constructed of recycled rubber, which makes them biodegradable and uber-efficient.
Table of Contents
Initially, the brand was only available in special promotional campaigns and events. Today, the hemp sneaker is widely available and can be purchased through many online retailers. The cost of the Adidas Superstar appears to start in the $50 range and is available in a variety of styles and colors. The company first went “green” in 2008 when they christened a pair of hemp uppers and continued to infuse this natural material in their sneakers, socks, and other products.
With a mantra that exclaims “Our ultimate goal is to have a product that delivers high performance, but which is also made in a sustainable way,” Adidas has positioned itself as a leading advocate for sustainability.
The company’s move towards the hemp shoe represents a move by corporate concerns, like Adidas, to surge to the forefront of the production of eco-friendly options and set industry trends as more customers become aware of new material alternatives. It is perfect for a generation of consumers who actually search for sustainable merchandise. As a result, among the company’s biggest challenges is the need to keep pace with the high demand for goods that are both sustainable and stylish.
Adidas’ founder, Adi Dassler, who started the firm in the late 1940s, maintained the guiding belief that environmentally responsible materials could truly make athletes better. Today, the brand has matured and moved into the mainstream market, yet continues to assert that imagination and innovation are key to remaining competitive in the highly spirited sneaker niche.
Their low-waste practices are apparent in the production process, as their footwear is designed to use fewer unnecessary components. In fact, recycled material is preferred while the company focuses on ways to maximize efficiency.
Hemp Adidas are popular with trainers and athletes, and they are made with only 12 materials as opposed to an average of 30 materials typically used in other running shoes. The shoes have a 95 percent pattern of efficiency and its preferred materials deliver on the goal of being earth friendly. Adidas’ surge forward in this manner has been met with a great deal of delight among its customers. The company says that the products are far better for both consumers and the planet. Sales continue to be strong and the company’s reputation has never been more solid in the market. It is a formidable and relevant player among a new breed of athletic-wear consumers.
Since the company began to integrate this technology in 2012, it has saved more than 4 million yards of DryDye fabric that was produced through 2014 and has saved an astounding 100 million liters of water. This technology has been a game changer and was introduced officially in many more of Adidas’ 2016 collection. It is limited to apparel, however, at this time and serves as a signal to the world that Adidas is serious about finding better ways to produce its goods; and hemp is central to their strategy on sustainability.
With the emergence and prominence of their hemp-based, eco-friendly products and an enthusiastic global customer base, Adidas is poised to build an even more muscular market position with the opportunity to ensnare a greater percentage of the market in this highly competitive and lucrative niche.
Article by: Alfonzo Porter
