As per its new strategy, 'Own the Game,' Adidas aims to use sustainable materials to make nine out of 10 of its products by 2025. The brand so far makes 60 per cent of its products from sustainable materials, reports EcoTextile. It aims to increase this to 90 per cent through the three loop system including recycled loop, circular loop, and regenerative loop.

Adidas also aims to use only recycled polyester in products from 2024 onwards. It plans to roll out product take back program at scale. The company has also committed to reducing its CO2 footprint per product 15 per cent by 2025. It aims to achieve climate neutrality in its own operations by 2025 and overall climate neutrality by 2050.

Besides expanding the company's activities in the area of sustainability, the other two objectives of its ‘Own the Game’ strategy include increasing brand credibility and consumer experience.