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In a Vogue Business exclusive, adidas outlines why a partnership with profile picture phenomenon Bored Ape Yacht Club, NFT influencer Gmoney and comics series Punks Comics is the start of an elaborate metaverse strategy.

With the approval of the Supervisory Board, the Executive Board of adidas has decided to launch a multi-year share buyback program. Starting in January 2022, the company plans to buy back shares in an amount of up to € 4 billion until 2025. Taking into consideration the € 1 billion share buyback completed in 2021 already, the company intends to return up to € 5 billion to its shareholders through regular share buybacks alone during the five-year strategic cycle.

Just eight months after the breakthrough concept was introduced, we are announcing the commercial launch of FUTURECRAFT.FOOTPRINT. Taking our brands’ collaborative concept shoe from moonshot project to a realization of low-carbon performance footwear made at scale, demonstrating the power of collaboration to the rest of the sportswear industry and beyond.