adidas has teamed up with DFNS, a leader in sustainable footwear care, to release a new range of care products designed to preserve the longevity of your favorite adidas gear.
adidas, Messi and Sustainability
Lionel Messi, a global soccer icon, is the face of this adidas collaboration. Known for his precision and dedication, Messi represents adidas’ values of excellence, innovation, and sustainability in their new campaign. Through this partnership, adidas encourages sports enthusiasts worldwide to consider the environmental impact of their gear and the importance of proper care.
ImImage Source: Instagram @Leomesi
Additionally, adidas and Messi have developed the new Messi F50 soccer boot that debuts in the DFNS campaign.
What is DFNS
Founded in 2019, DFNS aims to lead in sustainable footwear and apparel care. In collaboration with adidas and The North Face, the company creates solutions that extend the life of sports gear. Trusted by industry leaders, DFNS combines advanced research and innovation to promote sustainable product maintenance while being friendly to the environment.
Image Source: DFNS x adidas Campaign
The Collaboration: adidas x DFNS
The adidas CARE by DFNS Cleaning Kit is designed to keep your sports shoes in top condition. This eco-friendly kit includes a non-toxic cleaning gel, a premium bristled cleaning brush, and a durable microfiber cloth.
ImaIImage Source: DFNS x adidas Campaign
The cleaning gel is water-based and biodegradable, ensuring effective cleaning without harming the environment. The brush, made from 100% recycled materials, and the long-lasting microfiber cloth work together to remove dirt and stains, extending the life of your footwear. DFNS and adidas have created a step-by-step guide on how to care for their products.
The adidas CARE by DFNS collection is built on innovation and sustainability. Its products reduce waste while delivering top-tier care. The collection features the world’s first air-powered recycled aluminum dispensers (alu-air) and high-performance, biodegradable cleaning solutions. The goal? Keep your gear looking fresh while lowering environmental impact.
Extending the Life of What You Love
To celebrate the launch of the adidas CARE by DFNS collection, the team hosted an exclusive sneaker cleaning service at the adidas campus in Herzogenaurach, Germany. Attendees got a firsthand look at how DFNS’ sustainable cleaning solutions can refresh and protect their favorite sneakers, with services ranging from quick 10-minute touch-ups to deep-clean drop-offs.
Image Source: DFNS x adidas Campaign
The overwhelming enthusiasm from adidas employees and guests proved that sneaker care is more than just maintenance, it’s about preserving what you love.
Small steps, Big Impact
By combining innovation with eco-conscious design, adidas and DFNS are redefining how athletes and sneaker lovers maintain their gear while reducing their environmental impact.
Image Source: DFNS x adidas Campaign
With Lionel Messi as the campaign's face, the message is clear: greatness isn’t just about performance—it’s about responsibility. Just as Messi has set the standard for excellence on the field, adidas and DFNS are setting a new benchmark for sustainability in sportswear. This partnership encourages athletes and fans worldwide to extend the life of their footwear and apparel, proving that small actions—like proper care—can lead to a big impact.
What is adidas CARE by DFNS?
adidas CARE by DFNS is a collection of sustainable footwear and apparel care products designed to extend the life of your gear. The range includes innovative cleaning solutions made with eco-friendly formulas and packaged in recyclable materials.
Where can I buy adidas CARE by DFNS products?
You can find the collection at adidas stores, select retailers, and online at the adidas and DFNS online shop.
How do I use the adidas x DFNS cleaning kit?
The sneaker cleaning kit includes a gentle yet effective cleaning solution, a brush, and a microfiber cloth. Simply apply the cleaner, scrub lightly with the brush, and wipe off the dirt for fresh-looking sneakers.
Can I use the adidas x DFNS cleaning products on all types of footwear and apparel?
Yes! adidas CARE by DFNS products are safe for most materials, including leather, mesh, suede, and synthetic fabrics. Always check the label for specific usage instructions.
Why is Lionel Messi part of the adidas x DFNS campaign?
Messi embodies excellence, dedication, and sustainability—values that adidas and DFNS stand for. His involvement helps spread awareness about the importance of caring for sportswear responsibly to reduce environmental impact.
