adidas: Choose to Give Back

December 13, 2021

In a one-day exclusive pop-up in Soho, adidas opened its doors to shop sustainably. As opposed to paying in dollars, consumers were free to shop in exchange for old clothing that was no longer wanted. Each pound of recycled garments equaled a certain number of points where shoppers could then choose to shop from local NYC designers and artists. Whether that be with last year's sneakers, or with previously loved coats that are in desperate needs of new homes, sustainable shoppers could swap out the old in exchange for the new.

The buzz garnered a line that wrapped around the block where vintage lovers gathered with their suitcases and trash bags filled with last seasons’ wardrobe. The sneaker brand hosted designers and leading voices in sustainable fashion including Theophilio, Beepy Bella, Ji Won Choi, Basketcase Gallery, Eva Joan Repair, Frankie Collective, and Tyranny & Mutation. Talks of sustainable shopping have been at the forefront of consumer conversations, but adidas is actually putting action to thier words. The event proved itself to be successful with gathering over 2,500 pounds of donated textiles and completely selling out in just under two hours.

Text by Cassie Jekanoski
Photo courtesy of adidas

Customers could enjoy a range and variety of upcycled clothing ranging from one-of-a-kind sneakers from Beepy Bella, embroidered patchwork from Eva Joan Repair, to screen-printed upcycled Adidas vintage tees from Basketcase Gallery. Theophilio, Ji Won Choi, and Frankie Collective offered reworked pieces that were unique to their aesthetic, yet remained true to the brand’s core values.

adidas, known for their “Choose to Give Back” initiative, opted for an event to promote their sustainability movement that launched earlier this year. Coinciding with their mission to “End Plastic Waste,” adidas encouraged customers to clean out their closets in time for the holiday season and shop these exclusive pieces. “Clothing waste is a mounting problem, but facing it head-on and shifting towards a circular future will be our solution. At adidas, we see it as our responsibility to bring our consumers along on the journey and create awareness of how purchase choices - from opting for an upcycled shoe to donating end-of-life clothing - can make a huge impact,” said Katja Schreiber, adidas SVP of Sustainability. “We’re excited to bring this activation to life to show consumers that there can be a different, more sustainable model for fashion.”

With the success of this event, hopefully, adidas can continue doing these pop-ups and encourage a more sustainable way to continue shopping. In addition, hopefully, other brands can catch onto this initiative and continue to opt for more sustainable ways for shopping and reduce fashion waste.

Check out highlights from the event below.

Fashion

A New Lee® and Alpha Industries Collaboration Takes Flight

Fashion

Escaping the Glass Cage

November 19, 2024

For years, she stood still, watching life rush past her, a quiet observer behind the glass. Now, the glass is broken, and she steps out into the unknown. She walks through the city, caught between two worlds—part of it, yet apart from it.

Her journey is quiet but bold, searching for something she’s never understood, something just out of reach. On church steps and under glowing city lights, she questions everything: the rules, the past, and where she truly belongs. Each step feels both freeing and uncertain.

A curious soul in a borrowed life, she keeps moving forward, leaving behind only whispers of her escape, like a fleeting shadow in the night.