I have been hired by Adidas in the role of Global Partnerships with a focus in corporate social responsibility (CSR) working to enhance Adidas’ upward trajectory in environmental sustainability. You have been challenged by your director to evaluate the Adidas x Parley partnership and come up with new strategies to help Adidas achieve its sustainability goals. This strategy should reflect the social action and corporate environmental responsibility currently enacted by Adidas.
While the Adidas and Parley for the Oceans (Parley) partnership has created some long-term sustainability strategies, your charge is to consider how this partnership can grow or how Adidas can expand into other sustainability initiatives or efforts. Adidas does have relationships incorporating Parley’s recycled ocean plastics with Major League Soccer, the National Hockey League and the Australian Open for apparel, yet environmental concerns should be top of mind in this position. You and your team can propose an extension on Adidas x Parley’s current partnership or propose a new environmentally sustainable strategy for future growth in this area at Adidas.
Your task as a group is to develop a comprehensive and detailed strategy that reflects the partnership, the growth potential and expansion into new sport areas for Adidas.
DELIVERABLES
To complete this project, each group must submit:
2–3-page executive summary (APA formatting is required) of the proposal
Five references in APA 7 format required
A digital representation of the idea
Executive summaries will be submitted as an assignment within Blackboard. Only one executive summary will be submitted for each group. Each proposal must include:
Discuss and design a new strategy to help Adidas achieve its sustainability goals that is creative, innovative, and unique to help them reduce their environmental impact.
Advance both the education and communication efforts of Adidas surrounding the idea.
Provide a history and brief discussion around the specifics of the environmental crisis you are addressing.
A brief description on how this idea aligns with Carroll’s pyramid of corporate social responsibility intentions.
Discuss how the strategy proposed might align or advance the Avoid, Intercept and Redesign (AIR) strategy of Parley.
Discuss an Adidas affiliated entity or athlete that might help to support this proposal (i.e., Hailey Van Lith, Manchester United, or FIFA World Cup) – not required but suggested.
Other thoughtful and creative ideas that will challenge our corporate social responsibility knowledge in the sport industry.
