The sportswear brand installed a 3D whale with waste plastic in Mumbai to demonstrate the destruction of marine life.
In 2018, Adidas started a global movement with 'Run for the Oceans' (RFTO), uniting nearly one million runners from around the world and raising $1 million for its long-term partner, Parley for the Oceans, an organisation that raises awareness about the beauty and fragility of the oceans. The partnership saw five million pairs of shoes created using recycled ocean plastic.
This year, the sports brand has introduced the Parley range and aims to manufacture 11 million pairs of shoes using upcycled marine plastic waste. The campaign this year will also unite more runners from various locations to lace up and 'Run for The Oceans' to reach its increased goal of $1.5 million (Rs 10,39,61,250).
As part of the initiative, Adidas has installed a unique experiential and education zone at High Street Phoenix, Mumbai, to educate consumers about the perils of marine plastic pollution. The installation is open for public viewing from June 02 to 09. The installation makes an impact as the 13 x 10 feet high 3D whale, made with waste plastic, demonstrates the current reality of underwater hazards that are destroying marine life.
The education zone also exhibits the contribution made by Adidas in finding solutions with the display of the new Alphabounce+ Parley crafted from upcycled plastic waste delivering eco-innovation and style without compromising on performance.
A registration centre at the setup is the call-to-action for encouraging people to sign up for the 'Run for the Oceans Movement' on June 08 at Versova beach. While RFTO is a global movement, closer to home in India, Adidas has given the movement further wings by associating with Adv. Afroz Shah, the UN Champion of Earth 2016.