Under the Hood of Adidas Resale Launch – WWD


Adidas is embarking on resale with its “Choose to Give Back” program launched Thursday.

The brand is partnering with ThredUp to smoothly launch their program with special benefits for members of the Adidas Creators Club app. Through the app, customers can generate a prepaid label and pick up a ThredUp cleaning kit to return shoes, clothing and accessories, regardless of condition or Adidas branded.

Katja Schreiber, senior vice president of sustainability at Adidas, said the move represents the brand’s commitment to “a circular future for sportswear” by allowing people to see new possibilities for their old gear.

Products in good condition will be resold through ThredUp, while the rest will go through the retailer’s network of textile reuse partners.

Regarding the partnership, Pooja Sethi, senior vice president and general manager of Resale as a Service of ThredUp, said, noting the synergies between the two companies, “Adidas has a reputation for delivering innovative and sustainable solutions to the global scale. “

In recent months, Adidas has been touting their low-carbon footwear collaboration with Allbirds, their ‘Made to Be Remade’ shoes and their Stan Smith Mylos, a cultivated take on an old classic using mycelium root ( often nicknamed mushroom leather).

Since 2014, more than 50 brands and retailers have entered the resale space, but the past two years have seen tremendous growth. In 2020 alone, 20 fashion companies, including Levi’s, Gap, Walmart, Nordstrom, Frame and Gucci, joined the pre-loved game.

ThredUp has a number of partners through its RaaS business program, performing modern resale on behalf of 22 companies, all in the name of promoting “circular fashion and sustainability” rather than a material benefit. According to ThredUp’s S-1 repository, RaaS partnerships serve as “marketing for us and our RaaS partners”.

During this first phase of its new partnership, Adidas customers who donate their second-hand clothing will receive up to 200 Creators Club points or Adidas vouchers depending on the condition of the goods (which can only be redeemed on Adidas .com). Once a customer reaches 1,000 Creators Club points, they have access to exclusive offers, birthday gifts and free training resources, according to the company.

In early 2022, the resale program will be launched across the United States widely in stores and online.


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