LONDON - Adidas has launched a new recycling initiative in the UK, entitled Infinite Play, in which customers are incentivised to pass on their old sportswear instead of sending it to landfill.

The global sportswear brand is working with social enterprise Stuffstr, the London Waste and Recycling Board (LWARB) and QSA Partners on the service which customers access through the Adidas app and which allows them to trade worn or unused Adidas gear for e-gift cards and Adidas Creators Club loyalty points.

The Stuffstr system, which can be integrated into any retailer’s app or website, allows customers to sell back their unwanted clothing for store credit, regardless of condition, creating a closed loop, circular economy solution for the fashion industry.

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