Adidas Taps Depop Sellers for Custom Sneakers
Adidas has tasked Depop sellers with customising a pair of its new sustainable sneakers to be sold on the platform. Resulting in 40 one-of-a-kind pairs, the collaboration combines Gen Z’s innate love of personalisation and resale with an industry-wide sustainability focus.
The Primegreen Stan Smith is an updated version of the Adidas classic, now sustainably reimagined with an upper made from 50% recycled plastic. This is in line with Adidas’ aim to drastically cut down on plastic waste and its use of virgin materials by 2024. Forty Depop sellers will customise their own pair of the Primegreen sneakers, with proceeds from the sale going to a charity of their choice.
Customisation, DIY and personalisation are major fashion trends to have emerged from lockdown, particularly among Gen Z, and thrifted or visibly crafted pieces are hugely important to them in line with their eco-conscious mindset. Incorporating personalised elements into a new launch – particularly the launch of a new sustainable product – is a smart move on Adidas’ part.
This is not the first time that Depop has teamed up with a brand on an exclusive launch of new products, having previously worked with the likes of Vans and Richard Quinn on capsule collections. However, by tasking creators to put their own personal stamp on the products, resulting in 40 completely individual pairs of the sneakers, Adidas is tapping into what makes the resale site so unique. Recreating the thrill of finding a one-of-a-kind piece on resale platforms is difficult when it comes to new drops, but this collaboration aims to do just that.
See Leveraging Longer Product Life and our Maximising the Resales Opportunity reports: Cohorts & Communities and New Tools & Tactics for further insights on resale platforms. Also keep an eye out for our Nothing New report, publishing later this month.