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Dear friend,
I have just incredible news. For animals. For kangaroos specifically.
Adidas’s CEO personally told me this morning that the company has permanently stopped sourcing kangaroo skins for its shoe models.
Bjørn Gulden gave me that thrilling news at the company’s Annual General Meeting in Fürth, Germany, before a crowd of 250 people.
I flew there just to make my case before the company’s leadership, and the company’s board and executives gave me plenty of time to make my case. I was accompanied by two dedicated German animal advocates who said that the people of Germany want this outcome, too.
This is tectonic news for our Kangaroos Are Not Shoes campaign. With Adidas exiting the kangaroo skin business, we have shut down the trade in kangaroo skins that had been flowing for decades to the world’s top five athletic shoe brands.
First Diadora. Then Puma. Then Nike. Then New Balance. And today Adidas.
These are the top five sellers of soccer shoes in the world.
Adidas has been the biggest outlier. And it’s been the most prominent, important, and stubborn supporter of the kangaroo skin trade. Years ago, the company worked hard to try to unwind California’s law forbidding the kangaroo parts trade in the state. That’s how committed the company was to buying skins for its soccer shoes.
That all ends today, with our broadcasting of this remarkable gain.
An adversary is now an ally. Indeed, that’s the point of our work. Conversion. Union. Those are the outcomes we yearn to secure.
Kangaroos Are Not Shoes Campaign Running the Table with Athletic Shoe Brands
You can draw a straight line from the execution of our global Kangaroos Are Not Shoes campaign, which we created in 2020, to the corporate policy decisions by these giant athletic wear and shoe brands to stop sourcing skins from the marsupials.
When we started, commercial shooters in Australia were massacring 2 million kangaroos every year and orphaning hundreds of thousands of joeys. Company by company, we are shutting down key foreign markets that have long been the lifeblood of the night-time shooting crews that slay kangaroos and orphan the young.
Since inception of the campaign, Animal Wellness Action and the Center for a Humane Economy has led investigations, protests, litigation, legislative campaigns, advertising, moviemaking, protests, international coalition-building, and more to expose the commercial slaughter of kangaroos in Australia. Great partners like Their Turn have conducted dozens of in-store protests at Adidas stores to let them know there’d be no peace until the company changed its ways.
The kill has already dropped from 2 million to 1.3 million, and as these policies take full effect and deny resources to the shooters, that kill will decline. The killings has always been about money. The idea that it was done for population control has been a ruse from the get-go.
We are not done. With this momentum, we now redouble our efforts to secure similar pledges from Japanese companies ASICS and Mizuno and end this trade once and for all.
This Is a Moment to Celebrate
This is a moment to let it seep in that your support for Animal Wellness Action is changing the world for animals.
There is just no good reason for any use of kangaroo parts any longer. Alternative fabrics already are in play. It’s just a matter of shedding old habits and cutting off old supply chains.
Take a deep breath and relish this game-changing news.
And remember that this is what your support enables us to do.
Because of your funding and other forms of advocacy, we are shutting down the trade in kangaroo skins, we won announcements from the federal government to wind down animal testing, we secured national legislation to ban animal fighting on every inch of U.S. soil, and so much more.
If you give generously, we will get you results for wild and domesticated animals. Cruelty cannot stand our tireless offensives to wipe it out. [[link removed]]

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For all animals,
Wayne Pacelle [[link removed]] Wayne Pacelle
President
Animal Wellness Action
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