Fur fox

Internationally renowned sports brand Adidas joins fur-free initiative

FOUR PAWS welcomes newest member in the Fur Free Retailer program


February 17, 2021 FOUR PAWS, along with the Fur Free Alliance, is pleased to welcome Adidas as the 1,500th apparel company to join the Fur Free Retailer program and embrace animal welfare. FOUR PAWS welcomes the announcement. While Adidas currently does not sell products made of animal fur, its pledge to permanently renounce fur sees the brand take a clear stand on animal welfare. As one of the largest sportswear brands in the world, Adidas leads the way for more brands to switch to animal-friendly alternatives. 

“Adidas is driving the topic of sustainability in all areas of its product range as well as across its entire business operations. We have already been exclusively sourcing more sustainable cotton since 2018, will only be using recycled polyester from 2024 and this year will be launching the first running shoe that is made to be remade. Equally the number of vegan products with three stripes is growing; since last year, for example, the popular sneaker classics Stan Smith and Superstar have been available as vegan versions. The permanent renunciation of fur underlines our commitment in searching for and scaling up sustainable material innovations,” says Frank Henke, Senior Vice President Sustainability at Adidas.

"By joining the Fur Free Retailer program, Adidas commits to a fur-free future. We are especially pleased that Adidas continues to expand its vegan product range. Switching more and more to animal-free alternatives is the best way to prevent animal suffering in the long term," 

-Thomas Pietsch, wild animal and fur expert at FOUR PAWS

“We are thrilled to welcome Adidas as the 1,500th brand to join our Fur Free Retailer program. Not only is the commitment to a fur-free policy compassionate, it is also forward-thinking. Today’s consumers support fashion brands that care about animals and the environment and Adidas’ move towards sustainable materials makes it a leader in that regard,” says Brigit Oele, program manager of the Fur Free Alliance.

The commitment of Adidas is a meaningful milestone of Fur Free Retailer, a program run in more than 25 countries around the world, and builds on an avalanche of fur-free policies adopted by global fashion brands, including Prada, Gucci, Zara, H&M and many others. The tide against fur is turning worldwide as concerns about animal welfare continue to grow. In recent years, over a dozen European countries have introduced fur production bans, including Norway, Belgium and the Netherlands, and the U.S. state of California has banned the sale of fur.

The Fur Free Retailer program is the world's leading initiative to connect fur-free businesses to consumers seeking ethical goods. Initiator of the FFR program is the Fur Free Alliance, a coalition of more than 50 animal protection organizations worldwide, working together to end the breeding and killing of animals for their fur. FOUR PAWS represents the Fur Free Retailer program in Austria, Germany, Bulgaria, South Africa and Australia. Fashion companies, labels and designers who join the initiative commit in writing not to use real fur. 

A full overview of all participating brands can be found on furfreeretailer.com.

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FOUR PAWS is the global animal welfare organization for animals under direct human influence, which reveals suffering, rescues animals in need, and protects them. Founded in 1988 in Vienna by Heli Dungler and friends, the organization advocates for a world where humans treat animals with respect, empathy, and understanding. FOUR PAWS’ sustainable campaigns and projects focus on companion animals including stray dogs and cats, farm animals and wild animals – such as bears, big cats, and orangutans – kept in inappropriate conditions as well as in disaster and conflict zones. With offices in Australia, Austria, Belgium, Bulgaria, France, Germany, Kosovo, the Netherlands, Switzerland, South Africa, Thailand, Ukraine, the UK, the USA and Vietnam, as well as sanctuaries for rescued animals in eleven countries, FOUR PAWS provides rapid help and long-term solutions. www.fourpawsusa.org 

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