DD Animal News – Adidas has officially stepped away from one of fashion’s most controversial materials. During its annual stockholders meeting, CEO Bjørn Gulden announced that the company quietly stopped using kangaroo leather months ago. The confirmation came after Wayne Pacelle, president of the Center for a Humane Economy, personally visited Germany to urge Adidas to cut ties with the trade in kangaroo skins.
The announcement marks a major win for animal rights advocates, especially those involved in the “Kangaroos Are Not Shoes” campaign. Adidas now joins other top brands—Nike, Puma, Diadora, New Balance, and Sokito—in rejecting the use of kangaroo leather, signaling a broader industry shift toward ethical and cruelty-free alternatives.
The Hidden Cost of K-Leather
Kangaroo leather, also called “k-leather,” has been prized for its lightweight strength, especially in soccer cleats. But the truth behind its production is far from glamorous. Each year, hundreds of thousands of kangaroos are killed across the Australian outback during night-time hunts. Many are mothers, and the surviving joeys are orphaned or often bludgeoned to death—a standard practice within the industry.
These mass hunts have long drawn criticism for their cruelty and lack of oversight. Animal advocates argue that the practice is not only inhumane but also unnecessary in today’s world, where synthetic materials can deliver the same high performance without the suffering.
Global Momentum for Change
Adidas’ decision is a big step for the global campaign to end the commercial slaughter of kangaroos. The “Kangaroos Are Not Shoes” campaign has been gaining ground in recent years, urging companies and consumers alike to rethink the ethics behind their purchases. The campaign is urging companies to consider the practice of which k-leather is obtained and distributed. The sad practice of killing the kangaroos and orphaning joeys is inhumane and hopefully with their help coming to an end.
“It was time for this very strong global brand to divorce itself from the largest massacre of terrestrial wildlife in the world,” Pacelle said.
With consumers increasingly demanding cruelty-free products, brands are starting to listen—and adapt. While the Australian Wild Game industry argues that kangaroos were killed ethically, and orphaning joeys was unintentional, Adidas stands behind their decision. Gulden said Adidas has not been using k-leather since August 2024.
The Future of Ethical Sportswear
Adidas’ move signals more than a material change; it reflects a shift in consumer values and corporate responsibility. In an era of innovation and transparency, brands can no longer afford to ignore the ethics behind their supply chains. And as more companies embrace animal-free alternatives, cruelty-free sportswear is becoming the new normal.
No cleat or bag is worth the life of a wild animal. The fashion industry—and its fans—are proving that performance and compassion can go hand in hand. For kangaroos and countless other animals, this is more than a victory—it’s a new beginning.
