Adidas is entering the fashion resale market with the launch of its new “Choose to Give Back” program in the U.S. — an effort that will help extend the lifecycle of athletic apparel and footwear products.
The German company is leveraging ThredUp’s Resale as a Service (RaaS) platform to power the program, enabling shoppers to send back products from any brand to be reused or resold through the Adidas Creator’s Club app.
“We believe that great performance shouldn’t come at the cost of the environment. That’s why we’re committed to establishing a circular future for sportswear, and with the Choose to Give Back program are helping people to see new possibilities to give old gear new life,” said Adidas’ SVP of Sustainability Katja Schreiber.
The program is initially being made available to Adidas Creators Club app members, but it is expected to be expanded to online and in-store shoppers early next year. Shoppers can generate a Clean Out Kit prepaid shipping label through the app and use it to ship pre-used clothes and shoes. Any items that are not in condition to resold will be supplied to thredUP’s network of textile reuse partners, FashionUnited reported. In addition, members will earn rewards for participating in the program.
“By giving used clothes and shoes the opportunity to be reused or repurposed by someone new, adidas hopes to create a circular product lifecycle. Adidas has a reputation for driving innovative, sustainable solutions globally, and Thredup is thrilled to support their latest initiative to encourage more circular habits among consumers,” said Pooja Sethi, senior vice president and general manager of RaaS at Thredup.” “By enabling resale at scale with customizable solutions for leading brands and retailers, we’re keeping high-quality clothes in use longer and fighting fashion waste.”
The launch of Choose to Give Back is the sportswear giant’s latest effort to become carbon neutral in the U.S. by 2025. The company is also pursuing other initiatives, such as developing low-carbon shoes with Allbirds and the use of mushroom leather, among other things. The company also recently invested in Finnish textile recycling firm Spinnova.” “The end of one thing is the beginning of the next. This is the beginning of a more responsible future by keeping gear in play to help end plastic waste,” Schreiber added.