Source of the raw material:
According to Andrew Lord, The Sea Shepherd Conservation Society, which collaborated with Adidas, retrieved the fishing nets over the course of a 110-day expedition to track an illegal poaching vessel off the coast of West Africa. The green nets collected during that voyage (see the picture below) can be seen in the design of the upper shoe.
“We’re going to end ocean plastic pollution only if we’re going to reinvent the material,” says Gutsch. “We need a plastic that is not the current plastic—it’s a design failure. It causes a lot of problems. Plastic doesn’t belong in nature, it doesn’t belong in the belly of a fish, it doesn’t belong out there. The ultimate solution is to cut into this ongoing stream of material that never dies, is to reinvent plastic.” Because without a reinvention, the plastic still exists in your shoe, which, presumably, you’ll throw out again at some point, putting the plastic back into the system—and potentially the ocean.
When will the “Green Shoe” be available?:
Adidas expects it will be later this year.
Value Curve for the “Green Shoe”, and future, Adidas Shoes:
Value Innovations has developed Value Curves for the new Adidas Green shoe (the green curve) and a future model that we would hope Adidas would produce from a biodegradable plastic line (the blue curve) using the Primekit process – see below
What are your thoughts?:
- Do we have the right Elements of Performance (EoPs) [Fit, Comfort, Design, etc.]?
- Are they rank ordered correctly? If not, what should move up, or move down in order of importance?
- To deliver exceptional value to the consumer, does Adidas need to develop the shoe produced from a biodegradable plastic line?
- Will you buy the “Green Shoe” when its available?
Do you have questions about the Value Innovation Process?
Want to find out how to use it, and how hundreds are bringing order to their Front End? Large and medium sized companies, startups and not-for-profits have all used the VIP successfully.
Sources for this Weekly Blast:
All photos courtesy Adidas/Parley for the Oceans
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