adidas' New Shoe Harnesses Running Power to Fight Marine Pollution

TBWA\NEBOKO, creative partner of Global adidas Running, helped create a global campaign for the latest UltraBOOST running shoe and an activation that raises awareness for the threat of marine plastic pollution.

8 million tons of plastic ends up in the ocean every year. adidas believes that, through sports, we have the power to change lives and also the world. The sports brand puts those words into action again this year with the FW18 UltraBOOST Parley. The shoe’s upper knit is made of Parley Ocean Plastic, a proprietary textile made from recycled plastic retrieved from our coastal communities and beaches. Each pair prevents approximately 11 plastic bottles from entering the oceans. adidas has been working with Parley for the Oceans, an organisation that raises awareness about the beauty and fragility of the oceans, since 2015.

To help support the launch of the UltraBOOST Parley TBWA\NEBOKO partnered with Psyop and Golden Wolf to create an eye-catching animation. In the stop-motion video the upper knit is used as a canvas. On it the creation story of the UltraBOOST Parley is told through beautiful embroidery. The content is being rolled out through adidas channels in cinema’s, online video, social, in-store and print.

In addition, TBWA\NEBOKO created a global toolkit for Run for the Oceans. In the activation communities are called upon to unite in one movement to raise awareness for the threat of marine plastic. Growing their commitment beyond a local activation to a global initiative, TBWA\NEBOKO developed creative assets to compliment the roll out to six key cities. To participate runners join on the GPS running app Runtastic. In China runners contribute their kilometers on the Joyrun app.

TBWA\NEBOKO produced a suite of video content and an extensive toolkit together with director R.J. Sanchez of SNOW BEACH and photographer Sophie Hemels of Cake Photography. The content features local adidas running communities and influencers taking the first step and setting the right example.

The progress can be followed live here.

Credits

Global General Manager: Andre Maestrini

Comms Director: Philipp Schapitz

Senior Director Brand Communication: Caio Amato

Senior Brand Manager: Johanna Vargas Piper

Director Strategy: Nikolaus Maas

Brand Manager: Melissa Schmidt

Senior Production Manager: Caroline Amels

Global Music Manager: Daniel Cross

Music Company: Format Entertainment

Composer: The Math Club

Vocalist: Tia P.

Sound: The Ambassadors

Sound Designer: Rens Pluijm

Producer Sound Design & Music: Zoe de Regt

Retouching: Loupe Amsterdam

Prop & Retouch Producer: Marlon Lee

Senior Retoucher: Gareth Jones

Senior Retoucher: Guillaume Koenig

Production Company: PSYOP

Director: Marco Spier

Managing Director: Neysa Horsburgh

Executive Producer: Shannon Alexander

Head of Production: Amy Fahl

Head of VFX: Christian Bach

R&D: Jonah Friedman

Producers: Dorian Douglass & Paul “Pizza” Pianezza

Technical Director: Pakorn Bupphavesa

2D Lead: Thomas Panayiotou

Designers: Donna Denison, Eric Schmidt, Pedro Lavin, Kyle Fewell, Samrath Kaur

Nuke Compositors: Carl Mok, Thao Dan Nguyen Pan, Thomas Panayiotou

Editors: Brett Nicoletti, Mike Hackett

Lighters: Oliver Castle, Alvin Bae, Chris Santoianni, Carl Mok, Thao Dan Nguyen Pan

Animation Company: GOLDEN WOLF

Creative Director: Ingi Erlingsson

Executive Producer: Dotti Sinnott

Head of Production: Tania Baptista

Art Director: Stefan Falconer

Designers: Charles Bigeast, Nick Stoney

Lead Animator: Thom Eide

Animators: Tim Whiting, Eliot Ruocco-Trenouth

Production Assistant: Ana Hoxha

Production Company: SNOW BEACH

Executive Producer: Matt Zolly

Line Producer: Ryan Huffman

Director: R.J. Sanchez

Director of Photography: Nick Bupp

Editor: Niles Howard

Editor: Kevin Whelan

Post Production: Captcha

Creative Post Production Producer: Marcel Oudendijk

Colorist: Barry Clarke

Compositor: Daniël Van Der Kaaden

Photography Production: Cake Film & Photography

Photographer: Sophie Hemels