PARLEY FOR THE OCEANS COLLABORATES WITH ADIDAS

By Crash redaction

German brand Adidas announced last month a new partnership with the company Parley For the Oceans. This initiative is dedicated to raising awareness about sustainability and fragility of oceans worldwide. This long-term partnership program is built on three major pillars: Communication and Education, Research and Innovation, and finally Actions Against Plastic Pollution. Consequently, in 2016 Adidas is going to integrate materials made of Ocean Plastic waste to his products. The brand strategy is focused on the fact that anybody can be part of this project: collaboration is, according to Cyrill Gutsch, founder of Parley for the Oceans, the key-solution. This is why they also want to collaborate with consumers, athletes, artists, designers, actors, musicians, and scientists… It represents a very large audience of people, from all horizons. The association chose to cooperate with Adidas, since the brand’s DNA fits perfectly with Parley For the Oceans values. As a matter of fact, Adidas is carrying culture of collaboration for a few years now. Adidas Group Executive Board member responsible for Global Brands, Eric Liedtke, even asserted, “The conservation of the oceans is a cause that is close to my heart and those of many employees at the Adidas Group”. The first action of this sustainability plan involves phasing out the use of plastic bags in retail stores. In 2014, Germany was the first place where “green retail” strategy was set up by the brand. The Adidas store of Nuremberg was the first example of this new business practices. A great initiative that comes juste after the Earth Day, on April 22th 2015, an environmental movement born in 1970, focused this year on global warning and energy.

Objectives are impressive, ambitious, and will try to raise around 10 000 tons of plastic this year. This partnership is the proof that sportswear can save marine life by recycling garbage back into clothes. After Greenpeace was pressuring big fashion companies, more and more managers are improving their environmental impact these days.

http://www.parley.tv/#fortheoceans

http://www.adidas.fr/