The Sneaker Edit Pt. 1: The Influencers
"By focusing on progress and not perfection and by making better choices, we embrace the chance to reconsider our craft in the hope that it forms a ground swell of change." — John Hoke, Chief Design Officer Nike
Undeniably, the sneaker has transcended function and has become a styling staple within the men's market. The once functional footwear choice is now ubiquitous in any setting. This rise also marked the arrival of the sneakerhead, where trading and valuation spikes of the most coveted releases is serious business. By the year 2026, it is estimated that the category will reach a valuation of US$120 billion. But with this comes a price. According to the U.S. Department of the Interior, approximately 300 million pairs of shoes each year ¹ are discarded and according to CNN Business, most sneakers are created out of non-biodegradable plastics and petroleum-based rubber.
Below is a list of moves the largest and most established players are making towards more sustainable product development and design. We have included their annual sales to provide context as to their possible impact on waste and why these leaders need to develop and market products that adhere to circularity. Undoubtedly there is a long way to go, as only a percentage of the products produced are made from eco fabrications and will not likely be recycled or reused. With that, it becomes imperative that those few products succeed for each brand to create an impact. It is up to our collective power to move the needle with our own choices.
Nike $46.71 Billion Annual Sales
"Since 1972, Nike has tenaciously innovated so everyone can perform at their best. Innovation, however, is about more than record-breaking shoes or iconic apparel. Climate change is one of the biggest risks for the planet and sports, impacting athletes worldwide. That's why we're reimagining everything we do through the lens of sustainability. We're focused on carbon, waste, water, and chemistry because we know these are the areas where we can make the biggest difference. We've set bold, science-based targets to create a better future, built on more than 30 years of trial, error, and success. Most important, we know this work is collective—we're partnering across our industry and beyond to innovate and create solutions that help us all accelerate our efforts to protect the planet."
Read More: Nike Circularity / Nike Move to Zero
Adidas $24.55 Billion Annual Sales
"We see the possibilities to make what's best for the athlete better for the planet. So we're creating products with recycled materials, making products that can be remade, and developing products made with nature. We want the world to see the possibilities and take action to help end plastic waste so we always have places to play. By 2024, we'll replace virgin polyester with recycled polyester wherever possible. By 2025, 9 out of 10 of our articles will contain a sustainable material. We are rethinking the standard materials we use, expanding our portfolio to include recycled and natural materials, and exploring new, more sustainable material innovations. Our Parley Ocean Plastic is just one example."
Read More: End Plastic Waste
Puma $8.54 Billion Annual Sales
"At PUMA, we produce millions of shoes and textiles every year. We use sustainability collections to inspire our consumers. Still, if sustainability did not play a major role in most of our products, we would have failed to make a difference. Sourcing materials and manufacturing products leave an environmental and social footprint behind. Only if we aim to make our entire sourcing and production processes more sustainable, we can optimize the impact PUMA has on the environment and communities. We are sourcing key materials such as cotton, polyester, leather, and cardboard from more sustainable sources. We are striving to eliminate more and more chemicals from our production processes and reduce our carbon emissions in our operations and in our supply chain. We also believe in industry collaborations because only if we all join forces and support each other will we be able to introduce new, sustainable processes and find solutions that will make a difference. PUMA has been a long-term member of numerous industry collaborations to cover a wide field of environmental and social issues that need to be addressed together by all players within our industry."
Read More: Forever Better
New Balance $4.5 Billion Annual Sales
"If not now, when? Bold climate response has never been more urgent. We're taking action to create a healthier planet. We are making changes today to achieve these goals between now and 2030. Source 100% preferred leather and 50% recycled polyester by 2025. For New Balance, polyester and leather are the two largest drivers of climate impact. Preferred leather reduces environmental impacts across the supply chain, from farm to tannery. Recycled polyester helps reduce reliance on fossil fuels—source 100% renewable electricity for owned operations by 2025. Eliminate the use and discharge of hazardous chemicals by 2025. Achieve zero waste to landfill in our footwear factories by 2025. Achieve a 30% reduction in CO2 emissions by 2030. We're changing the way we do things to reduce our environmental impact. Now is not soon enough, but with transparency and urgency, we're not letting another moment go to waste. s a member of RE100 and a signatory to the UN Fashion Industry Charter for Climate Action and the ZDHC Roadmap to Zero, we're addressing some of the biggest environmental impacts at our manufacturing facilities and throughout our global supply chain."
Read More: New Balance's Green Leaf Standard
Converse $2.35 Billion Annual Sales
"Converse HQ at Lovejoy Wharf has been our home since 2015. Our building is LEED-certified, meaning we've implemented practical, measurable strategies for sustainable site development, water savings, energy efficiency, materials selection, and indoor environmental quality. Through composting, recycling, and adopting biodegradable food containers: no more plastic straws, cups, or cutlery, we guarantee that every employee has the opportunity to lessen their waste impact and reduce the company's carbon footprint. Over 80% of our employees bike, walk, or take public transit to work. Being good stewards of the environment is critical—a point of view we share with the youth of all ages. Since 2003, we have been part of Nike, Inc. ReUSE A SHOE, an organization that Converse and Nike Inc. participate in that takes old Converse and turns them into other things, such as playgrounds, track fields, and football turf."
Read More: Converse Renew
Reebok $2.3B Annual Sales
"By 2030, we go for the Earthshot: to have 100% of our product be sustainable. At Reebok, sustainability is measured by the following product categories: [REE]GROW, [REE]CYCLED, vegan, better cotton, organic cotton, and color with care. [REE]GROW: made with at least 50% plant-based materials. [REE]CYCLED: minimum of 30% of the upper is recycled materials. Sourced nature or from processed plastic waste, the materials that make up our sustainable products support our goal: To create innovative solutions that will help build a fitter planet without impacting performance."
Read More: What We’re Made Of Matters
Vans $1 Billion Annual Sales
"The future of our planet is being decided in every present-day decision we make. As a brand rooted in youth culture, we recognize our responsibility to protect the environment for future generations. 100% of the top 4 CO2 impact materials will be Regenerative, Renewable, or Recycled by 2030. 100% Recycled content for essential product packaging by 2025 & zero plastic packaging waste by 2030. Create and scale circular products by 2030.
While there is more work to be done, here is what we are committing to as we strive to create a brighter future for our environment, communities, and the planet—the VR3 logo system. To earn the VR3 checkerboard globe logo, the following materials must make up at least 30% of the product: Renewable - materials sourced from plants, animals, and microbes that can be replenished within a person's lifetime and are obtained from sources that have the intention of reducing potential impacts on the planet. Regenerative - materials produced using agricultural practices intended to help promote biodiversity, enhance water cycles, improve soil health, and sequester carbon—recycled - materials that have been reprocessed using inputs that were recovered or diverted from the waste stream.
Read More: The Future Starts Today
These are all positive and similar brand sentiments, and these giants still need to work harder. Checking rating via Good on You, the average rating would be "it's a start," with New Balance coming in at "not good enough." All retail locations should be used to collect used footwear. Discarded old footwear can be given a second life by donating these to an organization that addresses homelessness. Some of these brands have these programs but do not communicate properly. This information should be included with every purchase. To meet Gen Z environment-based values, one word that rings true is transparency. Annual progress updates would play better than a nod to the sustainability issue. Sticking and meeting targets may be a turning point for purchase decisions in the coming years. And when those are not met, a reckoning may be coming.
¹ Source: Nondurable Goods: Product-Specific Data
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