The pandemic of COVID-19 has shifted the focus of the industry from competition to sustainability. From eco-friendly collaborations to sustainable collections, the new priority is saving the globe from an overload of carbon footprint.
To the rescue, All birds and Adidas recently announced a fusion effort to create a shoe with the "lowest carbon footprint ever recorded" for footwear in the sport performance category.
"There is an urgent need to reduce our global carbon number, and this mission is bigger than just Allbirds or Adidas," Tim Brown, co-CEO of Allbirds, said in a statement. "Whether we realize it or not, this is a race that we are all running together as a planet, and it is one that trumps the day-to-day competition of individual companies."
The statement further added,"Today, we announced that we’re partnering with Adidas to co-create a performance sports shoe with the lowest carbon emissions ever. We believe that the race against climate change is a race that we are running together as a planet, and it is one that trumps the competition of individual companies."
The partnership lives up to the dream that leadership at both Adidas and Allbirds have shared: that it could inspire a more collaborative spirit amongst sustainability-minded industry professionals. Choosing collaboration over competition, the coming together of two companies that have both been trying to stake their claim in the exact same product category 'sustainable performance sneakers' is very interesting.
What are your thoughts?
(SOURCE: Fashionista.com, Instagram )