Applying Doughnut Economics to a top sports brand

As part of the Sportainable project seminar at the University of Bayreuth, I explored how the Doughnut Design for Business Tool (DDBT) can be applied to sporting goods manufacturers, using adidas as a case study.

Research Focus:
The goal was to assess adidas’ sustainability performance through the Doughnut framework, identifying overshoots and shortfalls in both environmental and social dimensions. Key areas included:

• Progress in recycled materials, biodegradable packaging & renewable energy
• Challenges in scope 3 emissions, water consumption & income inequality
  
  

Key Findings & Transformative Ideas:
To align adidas’ business model more closely with Doughnut Economics, I explored solutions such as:

• Expanding repairable & modular product lines
• Creating green financial tools (e.g., green bonds, carbon offset funds)
• Reducing global income inequality through double living wage standards
  
  

Future Steps:
Quantitative modeling and stakeholder interviews could further validate these approaches and assess their financial feasibility.

This project was a fantastic opportunity to bridge economic sustainability frameworks with real-world business practices in the sports industry. Huge thanks to my supervisor, 

@Peter Leonhard Kuhn , for his support throughout this project! # sustainability hashtag_lookup:#sustainability # doughnuteconomics hashtag_lookup:#doughnuteconomics # sportainable hashtag_lookup:#sportainable # adidas hashtag_lookup:#adidas # circulareconomy hashtag_lookup:#circulareconomy # greenfinance hashtag_lookup:#greenfinance # doughutdesignforbusinesstool hashtag_lookup:#doughutdesignforbusinesstool