adidas ‘Made To Be Remade’

Retail adidas United Kingdom

The Brief

adidas know that plastic waste is a problem – that’s why they created Made to be Remade – Sportswear that’s designed to be recycled, instead of thrown away. Consumers wear it down and then return it to adidas to remake parts of new products. Our job was to educate Gen Z consumers across the globe on how the Made to Be Remade process works.

Our Insight

We needed a new way to talk about it – one that connected with Gen Z culture and their own motivations in sustainability. We knew that this generation are well practised in recycling and renewal – from remixing viral audios to upcycling their preloved fits, turning something old into something new is a lifestyle choice they’re already making. So if we wanted to transform Made to be Remade from a functional solution into an appealing concept they’d care about. This was our opportunity to align the power of circular innovation with Gen Z’s existing behaviour.

The Idea

It started with our launch film, designed to seamlessly loop on social platforms. Our short, informative content embodied the Made to be Remade process, showing how the journey never ends as each product can be remade into something new at the end of its life.

Meanwhile on Tiktok, we laid the process bare for our consumers. We worked with activists and sneakerheads on the platform to talk honestly about the product line. No greenwashing, no fake news, just honest chats about sustainability and the sneaker industry.


Reached 3 million users

The result on owned social assets was profound, with 3 million users reached across Instagram and Twitter.

High engagement

Fans weighed in with appreciation at the initiative, calling us out for going above and beyond and doing the right thing in tackling waste.

Smashed average channel benchmarks

Campaign assets smashed average channel benchmarks, showing just how relevant and engaging content was to our audience.


Brand Film Awards, 31 May 2023

Winners of the best campaign at the Brand Film Awards in the sustainability category.

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Shorty Impact Awards, 10 Nov 2023

Bronze award for Environment and Sustainability and Silver award for Short Form Video

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