We are engaging in much deeper dialogue than ever before, asking fundamental questions about what it means to be human, what we value, care for and nurture as we seek to engage and exist in more meaningful and intentional ways. Before arriving at the RCA, I became increasingly aware of design as an embedded and nuanced reality, with invisible mechanisms and systems that work to create opportunity, adversity, and other issues. I realised that design is permanently inscribed, with meanings and values, and often tackled with solution-based approaches, which means that occurrences, events and consequences are often unforeseen. It is for this reason and the need for a more human-centric and empathetic approach to problem-solving and design, I sought to study Service Design at the RCA to learn how we could tackle these societal challenges better. I bring experience from the media, commerce and technology and was awarded the Tim Brown (IDEO) Scholarship in 2020.
Blah blah blah, the famous words delivered by Greta Thunberg during her keynote speech at COP26:
“Words that sound great but so far have not led to action. Build back better. Blah, blah, blah.”
Greta was not wrong, and growing pressure from humans and the environment are all pushing for meaningful change.
Data shows that progress has slowed down. While waste generated per inhabitant is rapidly increasing, according to the European Environment Agency, we would require a faster rate of progress to achieve a truly circular economy. Moreover, we are embedded with non-human nature and dependent on these ecological systems, yet our basic understanding is deeply fragmented and erupt.
The challenge for Adidas is how to deliver a circular experience by 2025, that is authentic, credible and inclusive in supporting athletes goals and needs. Adidas has acknowledged that they may have to re-imagine their entire product cycle and engage with consumers and athletes to achieve this goal- they are using three pillars credibility, experience and sustainability.
Adidas Xuntos is a global platform that enables artisans and small business owners to become certified “Adidas Repair specialists”, both offline and online. It aims to reduce carbon emissions, grow sustainability and circularity holistically. While also helping Adidas create new revenue models that work in tandem with achieving these aims and improving the planet. Adidas Xuntos embraces eco literate design and will resonate deeply with consumers wanting to support brands that share their values.