On 18 May adidas and Parley launched a joint, multi-channel campaign promoting the 2021 iteration of the global impact ‘Run for the Oceans’ platforms: which returns for a fourth year, marks the second Parley Missions chapter of 2021 and is backed by marketing for Adidas eco products.
Launched ahead of World Oceans Day on 8 June, the duo are inviting the world to unite and ‘Run for the Oceans’ again, the initiative continues to bring to life adidas and Parley’s commitment to urgently address the devastating levels of marine plastic pollution in the oceans by harnessing the power of sport and using it as a force for change.
The creative urges viewers to participate in the project by downloading the adidas Running app (linked with (Strava/Joyrun)) and signing up to the challenge and then in return for every kilometer tracked from 28 May to 8 June adidas and Parley will clean up the equivalent weight of 10 plastic bottles from beaches – up to 500,000lbs.
Participation is incentivised through a promotional cause campaign spanning both adidas and Parley digital and social channels linked by the #RunForTheOceans hashtag and led by a hero ‘Run For The Oceans 2021’ film which debuted on 18 May.
Warm up runners, you are next!#RunForTheOceans is back and bigger than ever.
Download the adidas Running app, join the challenge and get ready to make a difference!
https://t.co/wbFO5v1DCc#RunForTheOceans #adidasParley @parleyforoceans @adidasRuntastic pic.twitter.com/w7YygEZ5Ns
— adidas (@adidas) May 18, 2021
Furthermore, adidas is also advertising its eco-linked products and initiatives with related brand and product marketing content such as its ‘End Plastic Waste’ work and its product partnership with All Birds.
FUTURECRAFT.FOOTPRINT: Made to Fit the Planet. Through open collaboration with @allbirds we reduced carbon by 63% for the lowest emissions performance shoe we've ever created. Not zero, yet. But proof that together we can go faster. #ImpossibleIsNothing #Futurecraft #TreadLighter pic.twitter.com/f6jeM4MQqd
— adidas (@adidas) May 13, 2021
Participation is further incentivised through a prize draw for a signed David Beckham ‘Run for the Oceans’ T-shirt.
”As a global brand, and as global citizens, we have a big role to play in conserving the oceans and our planet. It is our responsibility to use our platforms, products, and voices to not just raise awareness, but to put into effect real action,” said Adidas General Manager Of Running & Credibility Sports Alberto Uncini Manganelli. “In just three decades, the world’s oceans could contain more discarded plastic than fish if we don’t act now – only by working together and uniting can we end plastic waste.”
Cyrill Gutsch, CEO and Founder of Parley, added: ”More than a run or awareness campaign, Run for the Oceans has evolved into a powerful impact platform, one that inspires and empowers millions of people worldwide to unite around a common goal and support the oceans through sport, boosting the Parley movement through actual movement. And more than a partner, adidas has been a true ally, the family member we so urgently needed on our side to prove that industry can be the key that scales and accelerates solutions to the massive environmental problems we face. We believe that collaboration, creativity, and eco-innovation is the winning formula to save our oceans and end the global plastic crisis threatening the natural world, our own health and our future. Everyone who joins the run helps drive this vision forward.”
Comment:
This year’s campaign follows on from previous Run For the Ocean creative (see our analysis of the 2018 campaign) and since 2015, adidas has made more than 30 million pairs of shoes with Parley Ocean Plastic: plastic waste picked up on beaches and coastal communities – thus preventing it from polluting the oceans.
To-date, adidas x Parley ‘Run for the Oceans’ has united more than 3 million runners around the world who have collectively clocking up 25.5m km and raised $2.5m to help Parley develop its initiatives and educational programs in the fight against marine plastic pollution.
But as there is clearly so much more to do, ‘Run For The Oceans’ (which is part of adidas’ umbrella strategy ‘Own the Game’), is expanding to create a more inclusive digital and physical community spaces and the aim for 2025 is to achieve a cumulative participation of 40 million people.
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