In recent years, sportswear brands across the spectrum have increasingly progressed when it comes to technology innovations and sustainability efforts. From switching to plant-based leathers, like Mycelium and pineapple leather, to using artificial intelligence and technology to find solutions, brands like Nike and Adidas have often paved the way to a world with better sportswear.
Recently, Adidas launched a new No-Dye shoe collection made using materials with their natural colouring. In an industry that takes on an average of textiles consumes 2.4 trillion gallons of water for dyeing textiles every year (as per the Indian Textile Journal), the sportswear brand is making a revolutionary change by eliminating water consumption during the dyeing process. By using materials with natural colourings, the brand achieves an average of 60 per cent savings on water and energy.
The No-Dye collection, primarily made for golfers, will be featured in the Adicross ZX PRIMEBLUE and new ZG21 Motion footwear, for both men and women. Of this, the Adicross ZX Primeblue, inspired by the Adidas Originals ZX series, will also contain yarn made with a minimum of 50 per cent ocean plastic, while the ZG21 Motion model will be partly made from recycled materials.
Nike, on the other hand, has partnered with sportswear retailer, JD Sports, for its first augmented reality shoe try-on. To support the launch of the new Nike Air VaporMax, JD has announced its new #JDVaporMaxShuffle initiative, which comes along with a dance challenge where fans will be able to try the shoe on in multiple colours from the comfort of their home. The partnership for the virtual try-on, the first of its kind, is also in collaboration with TikTok’s Creative Lab, which is helping fans and shoppers with the opportunity to try on the new Nike Air VaporMax style in three different colours, using the 3D AR Branded Effect.
Earlier last year, JD Sports had also launched an AR feature through its app, allowing customers to measure their shoe sizes, all with just the click of a button. With the help of this initiative, the sports retailer sold over 1,000 shoes under its ‘try-on’ feature, benefitting numerous shoppers who weren’t able to shop physically, in the wake of pandemic-induced lockdowns and curfews.
Image Source: Adidas.com, Nike.com