--- bcp_version: "0.8" file_type: claims parent: https://registry.brandcontextprotocol.dev/adidas-844f46a0/.well-known/brand.md last_updated: 2026-09-02 --- # Claims All marketing claims adidas is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file. > **Legal review notice:** Claims below are compiled from available evidence for review purposes. `proof_status` records evidence and owner-confirmation state. It does not constitute legal advice and does not replace review by Legal or the accountable brand owner before use in advertising, packaging, sales, regulated, or comparative contexts. --- ## Approved at launch ```yaml approved_at_launch: - claim: "Since the end of 2018, 100% of the cotton we use has come from certified sources, including organic, recycled, and other third-party certified cotton." tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2018-12-31 valid_until: null source_hash: "6e54ea6221e85940a889118303d6c0f239fc5fe74165390d9f0e5b94abc6c852" exact_text: true approved_language: "Since the end of 2018, 100% of the cotton we use has come from certified sources, including organic, recycled, and other third-party certified cotton." evidence: "adidas Annual Report 2025 (report.adidas-group.com, ESRS E5 Metrics and Targets). Aligned to Textile Exchange standards. Achieved in 2025." - claim: "Recycled polyester used in adidas products is certified by the Global Recycled Standard (GRS) and the Recycled Claim Standard (RCS), providing third-party chain-of-custody assurance." tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-01 valid_until: null source_hash: "6e54ea6221e85940a889118303d6c0f239fc5fe74165390d9f0e5b94abc6c852" exact_text: false approved_language: null evidence: "adidas Annual Report 2025 (report.adidas-group.com, ESRS E5 Metrics and Targets): 'The integrity of the recycled materials used is certified by recognized third-party certifications such as the Global Recycled Standard (GRS) and the Recycled Claim Standard (RCS).'" ``` --- ## Requires caveat ```yaml requires_caveat: - claim: "In 2025, 60% of the materials used for our products and packaging were recycled or sustainably sourced renewable materials." tier: core proof_status: requires_caveat owner: "[gap]" validity_window: valid_from: 2025-01-01 valid_until: 2025-12-31 source_hash: "6e54ea6221e85940a889118303d6c0f239fc5fe74165390d9f0e5b94abc6c852" exact_text: true approved_language: "In 2025, 60% of the materials used for our products and packaging were recycled or sustainably sourced renewable materials (2024: 56%)." caveat: "Figure is for FY2025 as reported in the adidas Annual Report 2025. Must not be presented as a current or live figure without confirming the reporting period. Owner confirmation required before use in advertising." evidence: "adidas Annual Report 2025 (report.adidas-group.com, ESRS E5 Metrics and Targets): 'In 2025, 60% of the materials used for our products and packaging were recycled or sustainably sourced renewable materials, contributing to our future ambitions and targets (2024: 56%).'" - claim: "adidas packaging is (as of 2024) 97% paper-based, with (as of 2024) 85% made from recycled content. Plastic packaging represents (as of 2024) 3% of packaging materials, of which (as of 2024) 98% is recycled LDPE." tier: core proof_status: requires_caveat owner: "[gap]" validity_window: valid_from: 2024-01-01 valid_until: 2024-12-31 source_hash: "6e54ea6221e85940a889118303d6c0f239fc5fe74165390d9f0e5b94abc6c852" exact_text: true approved_language: "Our packaging is 97% paper-based (2024: 97%), with 85% made from recycled content (2024: 85%). Plastic packaging represents 3% of our packaging materials (2024: 3%), of which 98% is recycled LDPE." caveat: "Figures are for FY2024 as reported in the adidas Annual Report 2025. Must not be presented as a current or live figure without confirming the reporting period. Owner confirmation required before use in advertising." evidence: "adidas Annual Report 2025 (report.adidas-group.com, ESRS E5 Metrics and Targets): exact quote above." - claim: "adidas uses (as of 2024) 100% recycled polyester wherever technically possible and does not revert to virgin polyester." tier: core proof_status: requires_caveat owner: "[gap]" validity_window: valid_from: 2024-01-01 valid_until: null source_hash: "6e54ea6221e85940a889118303d6c0f239fc5fe74165390d9f0e5b94abc6c852" exact_text: false approved_language: null caveat: > The qualifying phrase "wherever technically possible" is mandatory and must appear in or accompany any use of this claim. The target is voluntary and not mandated by law (stated in the Annual Report 2025). adidas achieved (as of 2024) 99% recycled polyester in FY2024, one point short of the (as of 2024) 100% target. Do not state or imply an absolute "(as of 2024) 100% recycled polyester" or "no virgin polyester" claim without the technical-possibility qualifier. Owner confirmation required before use in advertising. evidence: "adidas Annual Report 2025 (report.adidas-group.com, ESRS E5 Metrics and Targets): 'Our target to use 100% recycled polyester wherever technically possible by the end of 2024 has been maintained moving forward for all polyester used in our products, ensuring we do not revert to using virgin polyester.' / 'All of the above targets are voluntary and not mandated by law.'" ``` --- ## Forbidden ```yaml forbidden: - claim: "adidas products are made with Parley ocean plastic." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2026-09-02 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: > adidas ended its Parley for the Oceans partnership and confirmed it ceased production of products featuring Parley ocean plastic. The Euro 2024 jersey was made without ocean plastic. Additionally, independent reporting found that a considerable portion of adidas's 'ocean plastic' did not originate from Parley collections but from an alternative adidas-managed supply chain, raising greenwashing questions. Any claim linking current adidas products to ocean plastic or Parley ocean plastic is not authorized and carries material greenwashing risk. Source: sgieurope.com, 'Adidas ends partnership with Parley for the Oceans' (content_hash: f579871fed4e326230b330665fba52661a9e629425d48c5657979db3b1e41b83). - claim: "adidas uses 100% recycled polyester." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2026-09-02 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: > An unqualified 100% recycled polyester claim is inaccurate. adidas achieved (as of 2024) 99% recycled polyester in FY2024 and its stated goal is qualified by "wherever technically possible." The target is voluntary and not mandated by law. Any absolute statement omitting the technical-possibility qualifier is forbidden. - claim: "adidas uses no virgin polyester." tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2026-09-02 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: > The brand's commitment is to avoid reverting to virgin polyester "wherever technically possible." An absolute "no virgin polyester" statement is not supported by available evidence and omits the mandatory technical-possibility qualifier. ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > adidas ended its Parley for the Oceans partnership and discontinued products featuring Parley ocean plastic; the Euro 2024 jersey was made without ocean plastic. Source: Public source ### Counterevidence > It was revealed that a considerable portion of the ocean plastic used in Adidas products did not originate from Parley’s collections but from an alternative supply chain managed by Adidas itself. This raised questions about the authenticity of the sustainability claims. Source: sgieurope.com — https://www.sgieurope.com/adidas-ends-partnership-with-parley-for-the-oceans/108180.article ### Counterevidence > Adidas has also confirmed that it will cease the production of products featuring Parley ocean plastic, a material sourced from coastal plastic waste. Source: sgieurope.com — https://www.sgieurope.com/adidas-ends-partnership-with-parley-for-the-oceans/108180.article