Adidas and the rPET Revolution: What WA Brands Can Learn from Adidas rPET sustainability

For the Lazies - A 30-Second Summary

Global sportswear giant Adidas has become a leader in using rPET (recycled polyethylene terephthalate) to reduce plastic waste. Their commitment to removing virgin polyester from their supply chain sets an example for brands in WA. By investing in circular materials and setting clear sustainability goals, Adidas proves that scale and sustainability can go hand in hand. This blog explores how their strategy works and what WA businesses, including those preparing for SevenC’s 2026 textile recycling launch, can learn from their rPET leadership.

Adidas and the Shift to Recycled Materials

Adidas first made headlines in 2015 by launching shoes made from ocean plastic collected by Parley for the Oceans. Since then, they have steadily increased their use of rPET. In 2021, the company reported that more than 90 per cent of its polyester came from recycled sources. Their goal is to eliminate virgin polyester by 2024.

This move reflects growing industry momentum toward recycled content, especially for brands under scrutiny for their environmental footprint. It also demonstrates that large-scale adoption of rPET is possible when combined with transparent goals and supplier accountability.

Adidas 3D printed shoe prototype

How rPET Works and Why It Matters

rPET is made from the recycling of post-consumer plastic bottles and containers. It uses significantly less energy than virgin plastic and helps reduce the demand for fossil fuel extraction. Products made from rPET include textiles, packaging, and sportswear, making it a highly versatile material for WA industries.

As Adidas integrates rPET into its mainstream supply chain, it not only lowers its carbon footprint but also educates consumers on the benefits of sustainable fashion.

Lessons for WA Brands Looking to Go Green

• Set Clear Sustainability Targets: Adidas has publicly committed to 100 per cent recycled polyester by 2024. WA brands can follow suit by creating clear public goals. 100% fibre-to-fibre polyester content by 2030.

• Collaborate with Experts: Adidas works with partners like Parley and material scientists. WA brands can lean on industry experts, including SevenC’s Recycling, which is launching in 2026.

• Innovate in Design: Sustainable materials require product design changes. Adidas invests in innovation, and WA brands must do the same to accommodate rPET or circular textiles.

  
  

WA brands like SevenC’s Swimwear are already applying these principles using rPET materials in their eco-conscious designs for men’s swimwear. This is a strong example of how global strategies can be localised effectively.

The Role of Transparency and Marketing: Adidas rPET Sustainability

Adidas publishes annual sustainability reports and labels products with precise recycled content percentages. This transparency fosters consumer trust and serves as a benchmark for others. WA brands can learn the importance of data-driven claims in a market increasingly sceptical of greenwashing.

How WA's Recycling Infrastructure Will Support rPET Growth

The launch of SevenC’s Recycling in 2026 will create opportunities for WA brands to access locally processed rPET. This shortens supply chains, reduces transport emissions, and ensures quality control. Adidas’s model demonstrates the benefits of securing sustainable materials close to the point of production.

With this infrastructure, WA businesses can incorporate rPET into their regular sourcing and contribute to the circular economy.

Final Thoughts

Adidas is proof that sustainability and profitability can go hand in hand. Their rPET journey shows the power of commitment, transparency, and innovation. WA brands have the opportunity to follow their lead and localise their sustainability efforts using homegrown solutions like SevenC’s.

If your brand is ready to take sustainability seriously, now is the time to look into circular materials and upcoming recycling partners in WA. The future of fashion and packaging is increasingly focused on recycling, and rPET is leading the charge.