Sustainability is going to be a major focus of the 2020 Summer Olympics in Tokyo and ASICS is supporting this initiative with the 'ASICS Reborn Wear Project.' As part of this project, the Japanese sportswear label is hoping to collect 30,000 items of sportswear that will be turned into the official uniforms of the Japanese Olympic and Paralympic teams. In this way, the efforts will not only promote sustainability but also create meaningful uniforms for the participating athletes and consumers alike.
To honor items of sentimental value, ASICS created a digital tool that lets people frame photos and share them to social media to further amplify participation and the positive message behind the campaign.
This is just one example of how sustainability will be underlined at the games—additionally, athletes will be awarded gold, bronze and silver medals made from e-waste.
Upcycled Olympic Apparel
The ASICS Reborn Wear Project Turns Old Sportswear into Olympic Outfits
Trend Themes
1. Sustainability in Sports Apparel - The ASICS Reborn Wear Project demonstrates the trend of upcycling sportswear for sustainable Olympic outfits.
2. Digital Tools for Sentimental Value - ASICS' digital tool showcases the trend of using technology to promote and amplify sentimental value in sustainable initiatives.
3. E-waste Medals - The use of e-waste to create Olympic medals highlights the trend of sustainability in award design.
Industry Implications
1. Sportswear Manufacturing - Sportswear manufacturers have opportunities to explore upcycling initiatives and create sustainable product lines.
2. Technology and Social Media - Tech companies can develop innovative digital tools that promote sustainable initiatives and amplify social media participation.
3. Recycling and Waste Management - Recycling and waste management industries have the potential to partner with events and organizations to repurpose materials for sustainable purposes.