Breaking news: Adidas exits the kangaroo killing industry.

Nearly eight million people the world over – from Canada and the USA, to India, England, Italy, and South Africa – saw our global campaign for kangaroos, and were made aware of the cruelty they endure at the hands of Australia’s commercial killing industry.

As a result, tens of thousands of emails were sent to Adidas letting the sporting giant know that the kangaroos in their supply chain were faced with a brutal slaughter.

Animals Australia’s advocates highlighted that there is no effective monitoring of animal welfare when it comes to kangaroo killing, and it’s unknown how many targeted kangaroos escape wounded, only to endure long and painful deaths. We also drew attention to the fact that the ‘National Code of Practice’ specifically allows for the decapitation and bludgeoning of young joeys, which is largely considered far from humane.

After almost two years lobbying their company,  our collective voice for kangaroos was finally heard – Adidas has indicated it won’t be purchasing kangaroo skins moving forward.

Adidas joins most other global sporting brands like Nike, Puma, Diodora, Asics and New Balance in stepping away from this cruel wildlife trade, signaling a growing awareness among consumers – and brands are taking notice!

Every step in the right direction for kangaroos is due to the collective effort of individuals and organisations across the globe.

Thank you to all who sent emails, shared social media posts, protested outside Adidas stores, donated to support campaigns for kangaroos, and helped raise awareness in other ways. Progress for animals happens because caring, dedicated people like you refuse to give up on creating a kinder world for them.

We’d like to extend our immense gratitude to Kangaroos Alive and Back to Country which have been leading initiatives to protect kangaroos here in Australia; Center for a Humane Economy which has kept the momentum up in the US through their ‘Kangaroos are not Shoes’ campaign; and Eurogroup for Animals , Pro Wildlife and Gaia in the EU for their long running and continued efforts globally.

No animal should suffer for the sake of fashion. While Adidas’ move to end the use of kangaroo “leather” is a significant and positive step for wildlife, it’s important to recognise the need for all corporate brands to shift to kinder and more sustainable plant based materials.

Most of the leather in the fashion industry, including Adidas,  comes from the skins of cattle. These sensitive animals often endure painful procedures like dehorning and castration without any pain relief, and face a terrifying fate in slaughterhouses.

The kindest future is one where innovative, ethical animal-free materials take centre stage – sparing animals from suffering, and helping to lighten the load on our planet, too.

According to Adidas, 5.7% of the total materials used in its products were animal-derived (in 2024). We hope this percentage only shrinks, as the brand transitions to more sustainable and ethical materials, such as recycled polyester.

While large-scale manufacturing comes with concerning issues beyond the use of wild animal skins, this move away from using native animals as ‘materials’ is a welcome step forward for Australian wildlife.

While we can celebrate this wonderful announcement today, our work for wildlife – and for all animals – is far from over. With you by our side, we will continue to represent wildlife until the cruel wildlife trade is ended, and animals are extended the protection they deserve.

If you would like to support our wildlife work, you can donate to our Wildlife Protection Fund here.