ABOUT

The challenge
Run For The Oceans is a global movement that harnesses the power of sport to increase awareness of the threat of marine plastic waste and inspire people to take action against it. For every kilometre run, adidas and Parley will clean up the equivalent of 10 plastic bottles (up to the equivalent weight of 500,000 lbs) from beaches and islands.

Our objective was to do a full store takeover in the adidas London Flagship to drive awareness and create a connection with shoppers, uniting them in a solution.

Making it happen
As Londoners, the ocean isn’t something that’s in our audience’s daily life; but as we know, choices and behaviours have an impact - we are part of a larger ecosystem. We wanted to show Londoners what it means to be connected to the ocean in their home city.

The takeover included an immersive digital activation encouraging consumers to walk, jog or run to clock up steps and support the store’s pledge to end plastic waste in London. For every 100m worth of steps in store, the LDN retail staff will be heading out to collect the equivalent in water bottles and plastic waste.

To date, the store has clocked up 84,525 steps which is the same as 845 water bottles.