17 February 2021 – Global animal welfare organisation FOUR PAWS welcomes the announcement of sportswear giant Adidas to commit to a fur-free future and join the global Fur Free Retailer program (FFR). 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. 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.

“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.

“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.

1,500 brands worldwide are already Fur Free Retailers

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.

Fur Free Retailer

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 organisations 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.