Early November sees Adidas, along with its ocean conservation partner Parley, leverage its Bayern Munich and Real Madrid sponsorships to launch new eco-friendly Adidas x Parley football kits to spearhead a new campaign to address the environmental threats to the world’s oceans.
The new home shirts, which are made from up-cycled marine plastic debris and feature water-based environmental-friendly prints for the team crests and sponsor (T-Mobile and Fly Emirates) branding, come with shorts and socks and carry both the adidas and Parley logos
Printed on the back neck tape of each jersey is the line: ‘For the oceans’.
The jerseys, which are being sold for £64.95 with profits going to the eco-charity initiative, will be worn by Bayern on 5 November (for a fixture against Hoffenheim) and by Real Madrid on 26 November (for a home match against Sporting Gijón).
The campaign is part of an ongoing collaboration with Parley for the Oceans which also introduces a new line of Adidas Ultra Boost footwear – a shoe created from recycled plastic found in oceans from around the world.
Adidas-Parley have a mission to create a minimum of one million pairs of the shoes by the end of 2017.
Both the shoes and the jerseys were made with marine plastic waste recovered through Parley’s interception and clean-up operations in coastal areas of the Maldives.
The campaign not only launched on the teams’ own digital and social channels (and purchasing platforms),
Der #FCBayern wird morgen bei #FCBTSG einmalig in einer ganz besonderen Spielkleidung auflaufen: https://t.co/vvF2KD4Qgw #adidasParley pic.twitter.com/q8cm5f3FnW
— FC Bayern München (@FCBayern) November 4, 2016
The tides have turned.
Our NEW #adidasParley kit. Made from @parleyxxx Ocean Plastic. pic.twitter.com/u2rgGUiRcP
— Real Madrid C.F. (@realmadriden) November 4, 2016
but also includes an umbrella campaign commercial launched on 4 November and called ‘Adidas and Parley: From Threat To Thread’.
The core ad is supported across adidas and Parley digital and social channels.
From threat to thread. #adidasParley @Parleyxxx pic.twitter.com/kPOeG49j6s
— adidas (@adidas) November 4, 2016
The tides are turning. @parleyxxx meets performance to create unique footwear and apparel made with Parley Ocean Plastic. #adidasParley pic.twitter.com/pI0hqQYAwS
— adidas (@adidas) November 4, 2016
and all assets drive viewers to the bespoke project site where the campaign’s philosophy and objective is laid out.
The initiative sees Adidas work with Parley to ‘turn ocean plastic pollution into high performance sportswear, spinning the problem into a solution’ and to generate awareness and get consumers to sign-up and commit to the cause at http://www.adidas.com/parley and via the hashtag #adidasParley.
The aim of the project is described as ‘the beginning of the end of ocean plastic’ and as well as building awareness, driving sign-ups and support and generating revenue, but also to support a dn fund communication, education, research and development, direct action and eco innovation.
The initial unveiling of the 3D printed concept training shoe actually came in September (at a press conference which preceded a bigger event organised by Parley for the Oceans called ‘Parley for the Oceans x COP21 – Oceans. Climate. Life’), but it is only arriving at retail points – at adidas.com/parley and in selected stores – in November.
The Ultra Boost Uncaged Parley shoe has a knitted upper made of 95% ocean plastic and 5% recycled polyester and features laces, heel cap base material, heel webbing, heel lining and the sockliner covers all made using recycled materials.
‘This represents another step on the journey of Adidas and Parley for the Oceans,’ explains Adidas global brand head and executive board member Eric Liedtke.
‘We have not only managed to make footwear from recycled ocean plastic, but have also created the first jersey coming 100% out of the ocean. But we won’t stop there. We will make one million pairs of shoes using Parley Ocean Plastic in 2017 – and our ultimate ambition is to eliminate virgin plastic from our supply chain.’
Cyrill Gutsch, founder of Parley for the Oceans, added: ‘At this point, it’s no longer just about raising awareness. It’s about taking action and implementing strategies that can end the cycle of plastic pollution for good. Eco innovation is an open playing field. With the release of the Ocean Plastic jerseys and Ultra Boost Uncaged adidas x Parley shoes, we’re inviting every consumer, player, team and fan to own their impact under Parley A.I.R. and define their role within the movement.’
Comment
The football club kit-led eco project comes amidst a wave of recent soccer club jersey and shirt sponsor created cause campaigns – such as Liverpool FC and Standard Chartered recent #SeeingIsBelieving (see case study).
Links
Adidas Parley Web:
http://www.adidas.co.uk/parley
Adidas YouTube:
https://www.youtube.com/user/adidas
Adidas Twitter:
Adidas Instagram:
https://www.instagram.com/adidas/
Adidas Web:
Parley:
http://www.parley.tv/#fortheoceans
Parley Twitter:
Parley Instagram:
https://www.instagram.com/parley.tv/
Parley Facebook:
