Source: Highsnobiety
Summary
Adidas has released a pair of short films showcasing the people behind the raw materials used in their iconic sneakers. The films highlight the individuals responsible for growing, collecting, and assembling the materials. The brand aims to raise awareness about the people and processes involved in creating their products. The films are part of Adidas’ efforts to increase transparency and sustainability in their supply chain. According to Adidas, the films demonstrate their commitment to the people and the planet.
Our Reading
The trend returns with a new name. Adidas’ short films feel like a familiar storytelling approach, echoing past campaigns by outdoor and sportswear brands. The focus on suppliers and materials is reminiscent of Patagonia’s environmental activism. The brand’s attempt to humanize their supply chain is a nod to the growing demand for transparency. The films’ narrative style is similar to those used by brands like REI and The North Face. The look feels like a rehashed version of past sustainability efforts.
Author: Evan Null
