German sportswear giant Adidas has unveiled the brand’s first sustainable football stadium in China’s Chengdu, the capital of the southwestern province of Sichuan, as per PRN Asia on 25 March.
A total of 40,000 pairs of discarded sneakers were turned into recyclable materials made of TPU (thermoplastic rubbers) and reborn as nearly 800 square metres of ground cushions, chair cushions and entrance floor mats. Meanwhile, shoelaces were also given a new lease of life and repurposed as goalpost nets in the stadium.
Located in the heart of the Jiang’an River Ecological and Cultural Tourism Belt in the Wuhou district, the new facility known as ‘Adidas No.20 Sports Park’ occupies a floor space of 30,000 square metres. The space comprises of an eleven-aside football field, an eight-aside football field, and Adidas’ first sustainable five-aside football field in the country.
Also installed are facilities such as athletes’ lounge rooms and indoor comprehensive gymnasiums, which will benefit an estimated 36 educational institutions including universities, middle and primary schools within 5 kilometres and surrounding residents too.
The move marks a stride in Adidas’ efforts in acting for the environment, which is in line with the country’s dual carbon ambitions that aim to peak carbon dioxide emissions by 2030, and achieve carbon neutrality by 2060. It also adds to the brand’s appeal to the more environmentally conscious cohorts of young consumers who are also their core consumers.
In addition, this is also a shrewd action, tapping into China’s growing interest in football as well as the continued enthusiasm for fitness overall. By rightfully identifying consumers’ interests and leveraging the sports sensation, Adidas can strengthen its relationship with its target audience while consolidating community building, therefore, bringing value to the brand’s sustainable endeavour.