There is no doubt that the competition between Adidas and Puma has got fiercer in terms of sustainable development. Not long after Puma’s parent company PPR presented its eco-conscious projects for the future, it was Adidas’ turn, one day later, to reminds us of their own sustainability initiatives and lay out a programme regarding environmental protection. But this seems to be purely coincidental, as the “three-stripe brand” explains that the launch of the strategy comes along with the publication of its 2010 Sustainability Report. In fact, the group has been publishing these reports since 2000, and this is usually done during the month of March.

This time, the sports apparel manufacturer has declared its ambitions for the next 7 years. From now until 2018, every cotton material used by the group is going to be “Better Cotton” (of an integrated farming type), with an intermediary stage in 2015 where the company’s goal is to be using 40% “Better Cotton”, before reaching the wanted 100% by 2018. The Better cotton initiative, which Adidas co-founded with H&M, Levi Strauss, Ikea et Marks & Spencer, aims to grow cotton in a more sensible manner by cutting water consumption considerably and addressing pesticide management, crop rotation and sound working conditions.

Starting immediately, Adidas’ new environmental strategy has already been tested in farms in Mali, Brazil, India and Pakistan. “This initiative puts emphasis on using less resources, notably water and pesticides. Our first Better Cotton products are going to be out in the market by 2012”, the Adidas’ team commented. But cotton is only one of the materials used by the Adidas Group, especially within its lifestyle brands such as Originals and SLVR.

The sportswear manufacturer is also simultaneously working on a project called Green Company, where the group's headquarters and five North American sites created a shared environmental management system, certified to ISO 14001. “Our environmental initiative is the foundation for better efficiency and innovations. This strategy is vital for success”, said Herbert Hainer, the current CEO of Adidas Group.