Following in the footsteps of their parent company adidas and other big names in the sportswear/sneaker industry such as Nike, Reebok has unveiled their latest campaign to help build a more environmentally conscious company. The recently revealed “First Pitch” campaign sees Reebok take a new approach to production manufacturing where the decision to make or not make a specific shoe. The digital platform loads up a proposed design on the Reebok site for 30 days and allows consumers to commit money towards the creation of the shoe with the price starting at $1 and increasing incrementally per vote/commitment until the shoe reaches its retail price. If the proposed model reaches a 500 pair commitment, it gets manufactured, but if not then the design is scrapped and the voting process starts over again with a new proposal. This model ensures that people who want a certain sneaker can get it upon release as well as ensure that no excess pairs are manufactured and left sitting in storage or disposed of, thus contributing to environmental waste and a larger carbon footprint overall. The first shoe proposal is a honeybee inspired Reebok Classic Leather “Beekeeper” in yellow and orange.
To learn more about Reebok’s First Pitch campaign, check out the platform here.
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Image by Reebok.
