Adidas x Parley - Run for the Oceans India Edition Produced 100% Plastic Free by 70EMG

Marketing | July 4, 2018 | News

Adidas Parley 70EMG

Adidas is working with Parley to prevent plastic from entering the oceans and transform it into high-performance sportswear. Based on the brands’ love of sport and responsibility, adidas and Parley for the Oceans announced the return of 'Run for The Oceans', a global running movement that uses the power of sports to raise awareness for the threat of marine plastic pollution.

Adidas and Parley for the Oceans are calling on their global communities to unite for the second consecutive year in one movement against marine plastic pollution.

The Indian Edition of the Run For The Oceans took place in Mumbai on June 16, 2018 at Versova Beach. In a path-breaking initiative, adidas has extended support to Adv Afroz Shah, the UN Champion of Earth 2016 on a long-term basis, in his efforts to tackle the problem of marine litter which includes cleaning of Mumbai beaches. 

The event was structured as a Run followed by a Beach cleanup of the Jetty Side of Versova Beach along with Afroz Shah and his team. The event required no use of Plastic or its forms in any branding, setting up of the Blue Village Holding Area, F&B, Run Management, etc. which led 70EMG to innovate with materials and branding ideas – Containers with Literature & Design to showcase how Plastic is made into Thread using real plastic bottles, recycled plastic and the shoe itself.

A beautiful representation of how it takes 11 Bottles to make 1 Pair of Shoe was produced as well. The use of Flex was replaced with Eco-solvent & UV print on Fabric, Vinyl replaced with Paper & Digital, Metal Dustbins, Wooden Medals, Fabric Flags on Wooden Poles, Eco-friendly Plates & Bagasse Cups among many other solutions to produce a Plastic-Free Event of this scale.

Attended by approximately 2,000+ Runners and School Kids, the Registration began at 5:00 AM along with some early morning snacks.

The event began with a short briefing from Sean Van Wyk, Senior Marketing Director, Adidas India and Afroz Shah about the cause of Plastic Pollution. Followed was a short warm up by the Adidas Running Community Captains and Brand Ambassadors Anusha Dandekar & Sayami Kher.

The flag off was done by the local MLA, Collector and Sean Van Wyk took place at 6:45 am where the runners were met with Rain and sand which made it majestic for a good 3KM Run. The beach cleanup led by Afroz Shah lasted for 1 hour and 30 minutes that saw rain, dirt and plastic but participants powered through and celebrated with the Oceans.

Participants were handed Wooden Medals while they ate, drank and danced with a celebration to the beats of Boombay Djembe Folas, an exciting and energetic group of drummers who play traditional rhythms from West Africa to create a true vibe of the tribe – The Blue Village. 70EMG designed, produced and managed the event for Adidas India. No Plastic or Vinyl was used in the production of this event.

Adidas and Parley for the Oceans are calling on their global communities to unite for the second consecutive year in one movement against marine plastic pollution.

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