Galen McKamy

Marketing + Advertising + Design + Art

Galen McKamy

adidas x Parley- Global Brand Experience

Business Challenge:
In 2015, adidas partnered with renowned awareness and activist group Parley to transform ocean plastic into high performance sportswear for the masses. In 2017, the brand was ready to launch their first collaborative product, a running shoe comprised of 80% upcycled ocean plastic. Our ask was to not only launch this revolutionary product, but ignite a sustained global movement.

Insight:
To prove the purpose, fuel media coverage and spark interest, we needed to find the right moment, place, and time to deliver this story. We identified World Oceans Day which coincided with the U.N. Global Oceans Conference in New York City, and the rest is history.

IDEA:
In conjunction with World Oceans Day and the U.N. Ocean Conference, hundreds of celebrities, influencers and activists turned the streets of New York City blue in the first-ever Run for the Oceans, taking a stand for the conservation of our oceans and the global threat of ocean plastic pollution. This first action was followed by a digital platform and run-tracking app that logged millions of miles from runners around the world. Each mile logged represents a commitment to ending ocean pollution. Run for the Oceans continues to this day.

Up Next:

Jim Beam + Experiential