US: Adidas launches hoodies made from regenerative fibers – How eco-conscious are its customers?

Adidas has announced its first product in collaboration with Spinnova, a Finnish sustainable material company, as the sports apparel brand looks to expand the use of regenerative fibers across its product portfolio.

But does sustainability matter at all for adidas’ customers when it comes to choosing brands to purchase clothes from?

For almost a fifth of adidas’ current customers, it does. Sustainable clothing and production practices are an important factor for 17% of the brand’s regular buyers as they choose where to shop for clothes. In comparison, only 11% of the general US population factor in sustainability when buying clothes. Similarly, 12% of adidas’ regulars consider innovative fabrics and materials when shopping for clothes. That compares to just 7% of the general population.

With its new garments, adidas may well end up tapping into the prevailing attitude in the US – that sustainable products are more expensive. Almost three-quarters (73%) of Americans agree with that statement – and what’s more, over half of them say they are prepared to pay that higher price 57%.

Explore our living data - for free

Discover more retail content here

Want to run your own research? Start building a survey now

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.