Adidas will extend tis Run for the Oceans movement by upping the pace this year. The German sports brand for every kilometre run between June 8 and 16 as part of the Run for the Oceans will contribute $1 to the Parley Ocean Schools with the target of reaching $1.5mn
The introduction of the 2019 Parley range will see the company produce a landmark 11 million pairs of shoes using upcycled marine plastic waste. The campaign this year will also unite more runners in more locations than ever before to lace up and Run for The Oceans to reach its increased goal of $1.5 million. For every kilometre completed between June 8 and 16, Adidas will contribute $1 to Parley Ocean School programmes, with every dollar going towards the next phase of the partnership with the development and launch of the Parley youth activist platform.
In 2018, Adidas created a global movement with Run for the Oceans, uniting nearly one million runners from around the world and raising $1 million for long-term partner Parley for the Oceans. To date, the money raised has helped directly educate and empower 100,000 youth and their families who are living in coastal areas affected by plastic pollution to take action as part of the Parley Ocean School Program. The partnership saw five million pairs of shoes created using recycled ocean plastic in 2018 alone.
While RFTO is a global movement, closer home in India, Adidas has given the movement further wings by associating with Adv. Afroz Shah, the UN Champion of Earth 2016, starting from 2018. The purposeful initiative has resulted in activities that tackle the problem of marine litter. Cleaning Mumbai beaches, conserving the mangroves, running ground action workshop to stop litter and segregate plastic waste and most importantly the ideology of a circular economy.
Sharad Singla, Brand Marketing Director, Adidas India, said: “The marine plastic crisis we’re facing has become critically urgent. We affect it daily through the plastics we use and throw away. Every minute, the equivalent of a dump truck of plastic waste enters our oceans and by 2050, this could mean there may be more plastic than fish in the world’s oceans. We know the stats and we’re aware of the issue. Now we need action. Adidas x Parley has helped spread awareness of the crisis facing our oceans but also contributed to finding solutions. Back in 2016, we created the first performance products with recycled ocean plastics and went on to produce six million pairs of Adidas x Parley shoes by 2018, with a goal of making 11 million units this year, intercepting vast amounts of plastic from entering our oceans”.
This year, the brand has joined hands with eco-champions and young leaders of sustainability including Abhimanyu Chakravorty (Founder Plogga India & Environment activist), and Sumer Verma (India’ first marine photographer & conservationist) take the movement wider.
Inspiring the larger universe to join the movement; Adidas is bringing together its community of Adidas Runners, brand ambassadors, employees, store partners, store staff, and even consumers to make a difference and contribute to reducing marine plastic pollution by participating on the on-ground and digital runs.