Adidas Originals marks Paris eco push with recycled Stan Smiths
Sportswear brand adidas’ Originals division recently announced a 50% recycled version of its Stan Smith footwear, reimagined through a Primegreen lens.
Primegreen is the name of a brand initiative intended to show adidas’ commitment to using high-performance recycled materials, as part of its pledge to phase out the use of virgin polyester across all company products by 2024.
The footwear, which will be exclusively available via European Foot Locker stores and adidas’ website from this month, has been designed to highlight the brand’s eco-minded work to offer outdoor opportunities to young Parisians.
In partnership with Paris-based environmental collective Merci Raymond, the brand is encouraging residents of the French capital to vote on a range of projects with the overarching aim to introduce more nature into local communities via French urban culture platform Booska-P’s Instagram until June 11.
Adidas described the programme as a first step in raising awareness of how the “power of unity” can help protect the environment for generations to come.
The winning project will host four weeks of sustainability-focused workshops and unspecified “activations” from July.
Image: adidas Originals.
