Adidas signs on to Avery Dennison's new atma.io platform

Adidas recently signed on to Avery Dennison's new atma.io platform, which can verify provenance using RFID and other sensors.

Adidas uses the platform for its Infinite Play program, initially piloted in the U.K., which  allows consumers to return some branded items for Adidas credit. Adidas then resells or recycles the products.

The company announced it will launch Infinite Play in the U.S. later in 2021 as part of its sustainability program and its plans to grow the direct-to-consumer business.