TREND MILL
Shoe Brands Are Moving Toward Sustainability, One Step at a Time
The release of an ugly sneaker signals where the industry is headed
As part of its “MADE Responsibly” limited collection, New Balance recently released what can only be described as the ugliest shoe ever made — unless you count Crocs as a shoe. But this was more than a successful attempt to tap into a booming market using a scarcity-mindset marketing ploy.
This was a signal for where the company and the wider industry are moving, and that direction is sustainability. In April, New Balance launched a new Responsible Leadership strategy, which outlines its new focus on sustainability goals and initiatives. Notable points include the desire to increase its use of recycled materials, reduce greenhouse gas emissions by 30% by 2030, and use 100% renewable electricity across its entire global operation by 2025. In reality, the company needed to act. Two of its main competitors, Nike and Adidas, had already announced strategies to decrease their environmental impact in 2020, leaving brands like New Balance with ground to make up.
More than a limited run
After the product team found 3,000 extra soles lying around, they proposed turning them into a limited run based…
