Circularity In Action. Successful Initiatives Of Adopting Circular Economy By The Sport Shoes Producers

The circular economy involves radical changes in the organization of the production of goods and services and their consumption, representing the sustainable alternative to the typical model of economic growth, based on a few fundamental processes such as recycling, reuse, repairing or sharing. In this case, waste is no longer waste; rather, it is a resource with potential income. Essentially, the concept of circular economy means a change in terms of responsibility for the finished product, namely by adopting the principles of circularity, manufacturing companies no longer transfer responsibility for the product to the consumer at the time of sale, but maintain their responsibility for it after sale, by creating closed circuits that extend its life. In addition, the circular economy seeks practical uses for by-products and waste, reducing pressure on virgin raw materials. The sports footwear industry is implementing circular economy principles in different directions to improve the quality and lifespan of sports shoes, find new materials to replace some of the currently used, less sustainable ones, and develop processes totransform used footwear into new products. Some efforts and positive results are worth highlighting for three iconic international companies: Nike, Adidas, and Puma.