International cricketer Kuldeep Yadav will be the face of the adidas campaign against plastic pollution.
Adidas has announced a grassroots level initiative to drive awareness for reducing the use of single-use plastic among consumers in collaboration with Select CITYWALK, the first mall in Delhi to go plastic-free.
As part of the activity, adidas and Select CITYWALK have created a working model, where plastic bottle collection bins have been installed in accessible and visible locations inside the mall to encourage people to take a stand against the use of single-use plastic and trash consciously and responsibly. The accumulated plastic waste will then be collected and recycled by adidas in collaboration with Polygenta to make high-performance sportswear, converting 14 plastic bottles into 1 T-shirt; thereby converting a threat into thread, states a Press release.
Kuldeep was present at the launch of the campaign.
Kuldeep Yadav, cricketer & adidas athletes said, “adidas has always been at the forefront of inspiring change and I am thrilled to be associated with their fight against plastic pollution. I would like to urge everyone to be part of this initiative & be the change we wish to see in our society. Small or big, no effort will go in vain if we all collaborate to pursue our environmental and social responsibilities and we can definitely move the needle in sustainable living.”
Both brands, adidas & Select CITYWALK share the belief that for any action to have a far reaching and measurable impact, it is imperative to educate and sensitize masses. For adidas, who has been a frontrunner in its fight against marine pollution with its very successful global movement – Run for the oceans, this initiative is an extension of the brand’s ideology to support and protect the communities in which they operate. Together the two powerful brands endeavour to catalyse a behavioural change among consumers and draw their attention towards the epidemic of plastic pollution.
Talking about this initiative, Mr. Yogeshwar Sharma, Executive Director & CEO, Select CITYWALK said, “The plastic threat is real and a serious concern for the future generations. One of the ways to resolve & reduce the plastic footprint on the planet is via innovation. We at Select CITYWALK are working actively to build awareness and encourage solutions such as this wonderful initiative of Repurposing Plastic with Adidas, which has already got a huge support from the shoppers. We are truly #HereForYou in every possible way.”
Additionally, Select CITYWALK has also undertaken a school outreach program where students were encouraged to collect waste plastic bottles and contribute to the cause. This activity, which started a month back saw some encouraging results. About 250 students from various schools such as DPS International Gurgaon, APJ Saket, DPS International Saket & Amity International Pushp Vihar joined the drive at the shopping centre of Select CITYWALK on Oct 15, 2019 and students from the school. DPS International, Gurugram emerged as the winner as they carried the highest number of bottles in weight and were recognised for their support towards the cause with gifts & certificates by Select CITYWALK & adidas India.
Supporting the drive was the dance troupe ‘Dance Out of Poverty’, the flagship initiative of Sinhayana Foundation, an independent, non-profit organization. The kids from the dance troupe made news for their dance with Hrithik Roshan before the launch of Super 30 performed at the event with a message to shun plastic.
A popular youth icon in the field of sports, Kuldeep represents the pool of strong spirited creators of the adidas portfolio along with Rohit Sharma and Rishab Pant, who proudly sport the three stripes. He has been associated with the brand and underline adidas’ core philosophy of supporting both emerging and established sport talent in India.