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.